Praveen Kumar Peddamukkula. “IMMERSIVE CUSTOMER ENGAGEMENT: THE IMPACT OF AR AND VR TECHNOLOGIES ON CONSUMER BEHAVIOR AND BRAND LOYALTY”. INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATIONS AND INFORMATION TECHNOLOGY (IJRCAIT) 7, no. 2 (October 23, 2024): 321–329. Accessed August 30, 2025. http://ijrcait.com/index.php/home/article/view/IJRCAIT_07_02_024.