This study investigates the role of anthropomorphism in the evolution of users’ sensory interactions in virtual reality and its implications for marketing. With the rapid advancement of VR technologies and their growing use in digital marketing, the research addresses gaps related to multisensory interactions, individual and cultural differences, and the challenges of anthropomorphic design. An exploratory qualitative method with thematic analysis was employed. Data were collected through semi-structured interviews with 25 marketing experts, university professors, and VR users, using snowball sampling until theoretical saturation. Validity was ensured through triangulation, and reliability through precise concept definitions and iterative review of findings. Data analysis involved three coding levels (200 initial codes, 40 organizing themes, and 8 overarching themes).

Findings indicate that anthropomorphism enhances immersion and social presence by fostering emotional connections through human-like avatar features, thereby improving user experience and strengthening brand trust and loyalty. Integrating multisensory elements such as sound, touch, and smell further increases marketing effectiveness. Personalizing avatars according to individual and cultural differences boosts user satisfaction; however, challenges such as the uncanny valley effect and ethical concerns require careful attention. The study highlights the importance of personalized avatars, multisensory design, and virtual influencers, while noting limitations including researcher bias and the absence of longitudinal research.