This study investigates the persistence of the Liability of Foreignness (LOF) in the realm of immersive technologies like Extended Reality (XR), which includes Augmented Reality (AR) and Virtual Reality (VR). Challenging the assumption that digitalization eliminates traditional barriers for foreign firms, we argue that LOF in XR stems from foreign companies' difficulties in providing a "mentally fluent" experience to consumers in foreign markets. Cultural mismatches can disrupt smooth information processing and diminish the effectiveness of XR innovations. Our research identifies specific XR technological features—realism, interactivity, and vividness—and brand-related factors like brand newness and platform orientation that can either exacerbate or mitigate LOF. Confirming the existence of LOF in XR innovations, we find that foreign brands in the South Korean beauty market are at a disadvantage in generating positive brand engagement through XR compared to local brands. XR innovations that are less realistic, more interactive, and highly vivid tend to amplify LOF due to the need for deeper cultural understanding. Conversely, higher realism in XR experiences helps reduce LOF by offering universally relatable content. Newer foreign brands and those using communication-centered platforms experience less LOF, as consumers may overlook cultural mismatches to resolve information uncertainty and develop attitudinal loyalty.
Hyoryung Nam, Assistant Professor, Martin J. Whitman School of Management at Syracuse University (Ph.d. from Smith – Marketing Department) Yiling Li, Doctoral Student, Yonsei Business School, Yonsei University, Seoul, Korea P.K. Kannan, Dean’s Chair in Marketing Science, Robert H. Smith School of Business, University of Maryland Jeonghye Choi, Professor of Marketing, Yonsei Business School, Yonsei University, Seoul, Korea
Journal of International Business Studies