Brief Introduction

Immersive technologies including Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) are revolutionizing the way businesses engage with customers, deliver services, and generate value. As these technologies mature and become more accessible, e-business stakeholders are increasingly exploring their strategic potential and practical applications. Immersive technologies not only enhance user experience but also enable new business models, operational efficiencies, and avenues for competitive differentiation.

In recent years, both scholarly and industry interest in immersive technologies has surged. The global immersive technology market, valued at approximately US$41 billion in 2024, is projected to grow at a compound annual growth rate (CAGR) of 28% through 2030. Research trends reflect this momentum: a Web of Science topic search for "immersive technolog", "augmented reality", "virtual reality", and "mixed reality" yields over 100,000 records, with annual publications rising from 2,282 items in 2014 to 14,201 in 2024. Furthermore, immersive technologies are becoming central to major information systems conferences. ICIS 2025 features a dedicated track titled "Immersive Technologies", and AMCIS 2025 includes two mini-tracks on the topic. Broader tracks at ECIS 2025 and PACIS 2025 similarly highlight immersive technologies. These developments underscore the timeliness, scholarly relevance, and practical importance of a dedicated track on this emerging area in ICEB 2026.

The "Immersive Technologies in E-Business" track at ICEB 2026 will showcase cutting-edge research on how immersive technologies are driving innovation in e-business. This track aims to provide a central platform for sharing insights on adoption strategies, user engagement, and value creation, helping both scholars and practitioners navigate integration challenges and identify new opportunities.

Topics

1. User engagement and behavior in immersive e-business applications
2. Adoption and diffusion of immersive technologies in e-business organizations
3. Design principles for immersive e-business applications
4. Business innovations enabled by immersive technologies
5. Ethical dimensions, accessibility challenges, and societal impacts of e-business applications