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The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.

This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.

The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.

The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.

To authenticate the existence and principles of the adhesion recovery phenomenon under water pollution conditions, an innovative circumferential rail–wheel adhesion test rig was used. The study conducted extensive tests on the adhesion characteristics under large sliding conditions.

Experiments were conducted to investigate the influence of speed, axle load and slip on adhesion recovery. Based on the experimental results, the adhesion recovery transition function was re-fitted.

The study reveals that the adhesion recovery phenomenon truly exists under water conditions. The adhesion coefficient shows an increasing trend with the growth of the slip ratio. Moreover, at the current speed and axle load levels, the adhesion recovery is directly proportional to the square of the slip ratio and inversely proportional to the axle load.

The phenomenon of adhesion recovery and the formulated equations in this study can serve as an experimental and theoretical foundation for the design of braking and anti-skid control algorithms for trains.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-11-2023-0379/