Investigating interactive marketing technologiesadoption of augmented/virtual reality in the Indian context (original) (raw)
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Adoption of Virtual Reality (VR) and Augmented Reality (AR) in the Marketing Sphere
Indian Journal of Technical Education, 2023
The rapid advancements in technology have paved the way for the integration of emerging technologies in various industries. The marketing sphere has particularly embraced these immersive technologies to revolutionize customer experiences and enhance brand engagement. This research article explores the adoption of VR and AR in marketing and analyzes their impact on customer behavior, brand perception, and overall marketing effectiveness. Through an examination of current practices, this article aims to provide insights into the potential benefits and challenges associated with the integration of VR and AR in marketing campaigns. Additionally, it discusses the future prospects of VR and AR in the marketing sphere and offers recommendations for businesses looking to leverage these technologies effectively.
Role of Augmented Reality in Changing Consumer Behavior and Decision Making: Case of Pakistan
Sustainability, 13(24), 14064. (ISI Web of Science – Social Sciences Citation Index® & Journal Citation Reports/Social Sciences Edition) (Impact factor 3.251) , 2021
Marketers and advertisers ignore new technology and diverse marketing tactics when attempting to increase product exposure, customer engagement, customer behavior and buying intention in fashion accessory marketplaces in developing countries. This research sought to discover how the Augmented Reality (AR) experience influenced consumer behavior, buying intention and pleasure when purchasing a fashion item in developing countries. This study employs positivist ideas to investigate the connections between various factors, believing that reality is unwavering, stable, and static. Experiential marketing following stimulus exposure will gather cross-sectional data. The undertaken study has developed proper experimental design (within group) from business innovation models, for instance, uses and gratification and user experience models. User experience is disclosed by its four defining characteristics: hedonic quality (identification and simulation), aesthetic quality, and pragmatic quality. After encountering an enhanced user experience, users have a more favorable attitude about purchasing; in contrast, pleasure from using the application directly impacts buying intention. It was also shown that knowledge of AR apps impacts user experience and attitude. The novelty of this research is multifarious, for instance, the smart lab was used as a marketing technology to explore a virtual mirror of the Ray-Ban products. Secondly, the augmented reality experiential marketing activities have been developed by the developers as bearing in mind the four different aspects of the user experience-haptic, hedonic, aesthetic, and pragmatic.
The Impact of Augmented Reality on E-Commerce
2015
Augmented reality is a great ally for electronic commerce. Advances made in this technology can be applied to businesses to increase sales or for brand building, by enhancing human perception of reality in this application, through contextualization of individual objects that are encountered in the real world with virtual complements so as to make the real objects more meaningful and appealing. The most common application of AR is as a virtual changing room – e-businesses displaying their products (clothing, accessories) via mobile/web cameras as a 3D projection on a real person. This paper focuses on the growth and impact of e-commerce, the attitudes of Chennai consumers towards Augmented Reality technology in relation to e-commerce products and services, and analysis of the potential for Augmented Reality as a marketing tool in Chennai for both online and offline sales. This paper concludes with the results of the study pointing towards a highly positive attitude towards the acce...
Adoption of mobile augmented reality advertisements by brands in Malaysia
Procedia Social and Behavioral Sciences, 2016
This study aims to investigate the adoption of mobile Augmented Reality (AR) advertisements by brands in Malaysia through ads that appear in a leading local newspaper. Further data were gathered through interviews with personnel from advertising agencies to gauge brands’ receptiveness in using mobile AR technology within their advertisements. The findings illustrate the current AR market in Malaysia, thus providing a better understanding of the acceptance of this technology in Southeast Asia. This study further suggests potential room for AR research in the advertising and marketing fields in this region.
Tourism Recreation Research, 2019
This study has examined the antecedents of adoption of Virtual Reality (VR) among the Indian tourists using the Technology Acceptance Model (TAM). Perceived enjoyment and perceived immersion have been added to the TAM model as two additional antecedents, and their interrelationships and impacts on tourist's intention to adopt VR were examined. Structural equation modelling was used to analyze the responses obtained from 259 respondents. This study has contributed to the literature by establishing interrelationships among the proposed constructs. Further, this study has advanced the TAM in the context of the adoption of VR by Indian tourists while selecting a tourist place.
The Development Of Marketing And Augmented Reality
In the 1900s, the economic, social, cultural and technological developments that have taken place since the first introduction of the marketing term have affected social structure and in turn, marketing. With today'ʹs changing conditions, competition has increased and organizations have become more difficult to survive. Technological developments have created new areas on the market. In this competitive environment, businesses have started to compete with each other to be early adapters and to dominate the market in these new areas. Augmented reality is one of those developments and together with the marketing practices; it has begun to attract the attention of businesses and consumers day by day. In this article, it is aimed to examine the usage of this technology, which combines the virtual world with the real world, to identify its limitations and to shed light on businesses, consumers, academicians and future researches and to make suggestions.
Examination of the adoption of augmented reality: a VAM approach
Asia Pacific Journal of Tourism Research, 2019
Despite the growing importance and popularity of augmented reality (AR) technologies in hospitality and tourism, little research to identify the degree of user adoption, particularly in the business travel sector, has been conducted. Based on a questionnaire administered to 161 stakeholders attending two international conferences in Hong Kong, user experiences and adoption intention were examined and analyzed through structural equation modeling. Adoption was explored using a value-based adoption model. AR adoption is affected by its perceived value to which the benefits of usefulness and enjoyment contribute, along with newly identified components of technicality and captivating inputs.
Purpose: Great advancements in the technical implementation of augmented reality (AR) systems have been made in recent years. Mobile devices are AR ready and software is available. There is also potential for mar-keting, as it has been shown that AR has positive effects on product knowledge, customers’ attitudes towards brands, purchasing intentions, trust and cognitive processes in general, such as learning guided by additional, context-relevant information and interactivity, thus potentially supporting all phases in the ADIA (Attention Interest Desire Action)model. Nevertheless, no extremely successful applications exist for AR or commonly accepted usage scenarios supporting marketing. Research questions: Which usage scenarios exist for AR and how are they connected to the different phases of the AIDA-model? Is there a focus on a specific phase and why? Method: We analysed cases from AR field applications and categorised the cases by using an extended version (AIDAA (Attention Interest Desire Action Aftersales)) of existing theoretical models, such as the AIDA mod-el. Results: Most applications focus on the awareness and interest stage of the AIDA-model. Only a few applica-tions are able to cover the full buying process, as well as after-sales stages. On the second dimension (games, explanation and experience) of our classification model explanation followed by experience are categories holding most of the applications analysed. Our analysis yielded seven hypotheses. One hypothesis states that the lack of action and transaction in AR applications leads to low prioritisation in business; another states that implementation is complex and cost intensive and, therefore, solutions focus on awareness and interest; and a final hypothesis identifies that an unclear value proposition and unclear customer perceived value lead to tech-nical-driven solutions, leaving out large areas of an application’s potential. Conclusions: Existing literature and research have shown that AR has broad positive effects on marketing-relevant aspects, such as product knowledge, customers’ attitudes towards brands and cognitive processes, re-sulting in better learning. Currently AR applications of companies in the field focus on the low-hanging fruit of easy-to-implement applications with a focus on awareness and interest stage of the AIDA-model and AR applications. AR solutions supporting the whole purchasing process, as well as solutions that are not driven by technology, are scarce and yet to be implemented in larger numbers. Keywords: AR, VR, marketing applications, AIDA-model, AIDAA-model, TAM
SYSTEMATIC MAPPING STUDY: APPLICATION OF AUGMENTED REALITY IN MARKETING
Ekonomski vjesnik/Econviews: Review of Contemporary Entrepreneurship, Business, and Economic Issues, 2022
Purpose: The aim of this paper is to provide an overview and analysis of literature dealing with the possibilities for applying augmented reality (AR) in marketing and the impact of AR on marketing in the era of digital transformation of business. Though attractive, this topic is still insufficiently explored. Methodology: The paper uses a bibliometric method-citation and co-citation analysis in the Web of Science and Scopus citation databases. Data analysis was performed using the VOSviewer software tool for information construction, analysis and visualization. Results: Th e conducted research revealed that there is an increasing trend in the number of research papers dealing with the AR and marketing topics. The specific topics dealt with in the papers are primarily related to the impact of AR on business, creating customer loyalty, sales increase and other marketing activities. Conclusion: AR is a powerful and influential tool the use of which improves communication with customers and, at the same time, sales strategies and processes. AR is based on immersing customers into a new experience, by showing virtual objects in the users' real-world environment and creating harmony between the digital and the real-world environment so that the boundaries between them disappear. It is manifested as a form of experiential marketing, since it focuses both on a product and a service, and on the entire experience created for customers.
Understanding VR/AR in marketing & sales for B2B: an explorative study
2020
Abstract. The research explored the impact of immersive reality technologies, particularly VR and AR, in marketing and sales for the B2B sector. Study interests were fuelled by both an industrial hype and vehement investments on these technologies, especially in the last five years. However, the potential of these technologies is still unexplored and widely misunderstood by businesses as the innovations are slowly taking off. Additionally, existing literature showed a need to clearly define various simulated realities in the continuum, including VR and AR, as well as a general misunderstanding of the potential of immersive reality technologies, and a shortage of studies covering holistically different VR/AR applications in marketing, especially for the B2B sector. Therefore, this research aims to bridge the gap between managerial and academic’ understanding by providing a holistic framework explaining the impact of immersive reality technologies in B2B marketing and sales and provid...