Cover
Volume 7, Special Issue 5 (2026)

Published: September 30, 2026

Pages: 285-298

Research Article

The Impact of Immersive Marketing on Emotional Engagement by Mediating Perceived Pleasure: A Field Study in the Iraqi Banking Sector

Yasmin Kh.Doori 1 Hind W. Saeed 2 Sarab J. Al-Obaidi 1
1College of Administration and Economics, University of Baghdad, Baghdad, Iraq
2College of Political Science, Al-Mustansiriyah University, Baghdad, Iraq
History
  • Received: July 26, 2026
  • Accepted: August 28, 2026
  • Available Online: September 30, 2026
DOI

https://doi.org/10.56967/ejfb2026968

Abstract

This research aims to analyze the impact of immersive marketing on customer emotional engagement, as well as the extent to which private banks in Baghdad adopt immersive marketing practices—from the perspective of their customers—considering the mediating role of perceived enjoyment in this relationship. The study is situated within the context of the digital transformations sweeping the banking sector and the growing importance of designing digital banking experiences that foster customer interaction and attachment to the bank. A descriptive-analytical approach was employed, and data were collected via a questionnaire distributed to a sample of private bank customers in Baghdad, yielding (204) valid responses for analysis. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed a significant positive effect of immersive marketing on both perceived enjoyment and customer emotional engagement. Furthermore, the findings demonstrated that perceived enjoyment plays a crucial mediating role in the relationship between immersive marketing and emotional engagement. These results suggest that designing interactive and enjoyable digital banking experiences can contribute to fostering customers' emotional engagement with the bank and building more sustainable relationships with them. The significance of this research lies in its contribution to expanding the scope of studies on immersive marketing within the banking sector, as well as in providing practical insights that can assist private banks in developing digital marketing strategies capable of enhancing the customer experience and achieving a competitive advantage in an increasingly competitive banking environment.

Keywords

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