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Augmented Reality Marketing: Breakthroughs and Opportunities

Year: 2024

Type: article

Abstract: The impact of augmented reality (AR) technology on consumer behavior has increasingly attracted academic attention. While early research has provided valuable insights, many challenges remain. This article reviews recent studies, analyzing AR’s technical features, marketing concepts, and action mechanisms from a consumer perspective. By refining existing frameworks and introducing a new model based on situation awareness theory, the paper offers a deeper exploration of AR marketing. Finally, it proposes directions for future research in this emerging field.

Source: Proceedings of Business and Economic Studies

DOI: 10.26689/pbes.v7i5.8612

Author: Limin Niu

Institution: Guizhou University of Finance and Economics

Language: English

Topic: Augmented Reality Applications

Subfield: Computer Vision and Pattern Recognition

Field: Computer Science

Domain: Physical Sciences

Open Access status: diamond

OpenAlex ID: W4403626708

FWCI:

Cites: 18

Cited by:

Related to: 10