Flow in Immersive Global Marketing Communication: Cultural Moderation in Virtual Luxury Fashion Shows

Immersive digital formats aligned with VR/AR marketing are reshaping luxury communication. Drawing on flow theory and cross-cultural consumer behavior, this study tests whether flow during virtual luxury fashion shows predicts purchase intention and whether individual-level Hofstede values moderate this effect. A cross-sectional survey (N = 210) and hierarchical regression show that flow positively predicts purchase intention, with stronger effects among consumers higher in collectivism, uncertainty avoidance, power distance, and masculinity. The study extends flow theory by identifying cultural values as boundary conditions of immersive persuasion and guides culturally adaptive design of virtual luxury campaigns to convert engagement into purchase intention.