The Wearable World in the Palm of our Hand: The Perceived Importance of Augmented Reality in Marketing Strategies

Fernando Bandeira, Ph.D, António Cardoso, Álvaro Cairrão

Abstract


The present article refers to an exploratory study of the perceived importance of augmented reality for marketing strategies, namely in what concern: costs, branding, communications and product versus immersion, body, wearable and blended augmented reality. It starts with the theoretical framework for augmented reality, followed by the design and research methodology; it then proceeds with the analyses and comment of data gathered, and at the end, it refers to the research limitations and perspectives. Results point out that augmented reality is not perceived as an outstanding tool for marketing nor as an investment with high benefits, nevertheless it is seen as pertinent for blended marketing and immersive augmented reality gathering some sympathy from respondents.

Keywords


Importance of Augmented Reality; Marketing Strategies; Perceived opinion.

Full Text:

PDF


DOI: http://dx.doi.org/10.18533/ijbsr.v3i5.12

Refbacks

  • There are currently no refbacks.




Copyright (c)

 ...........................................................................................................................

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

............................................................................................................................

If you find difficulties in submitting manuscript please forward your doc file to support@thejournalofbusiness.org. Our support team will assist you in submission process and other technical matters.

In order to get notifications on inbox please add  this domain thejournalofbusiness.org in your email safe list.

International journal of business and social research (Print)
ISSN 2164-2540

International journal of business and social research (Online)
ISSN 2164-2559

[International Journal of Business and Social Research (IJBSR) previously published by MIR Center for Socio-Economic Research, MD, USA. From February 2018 this journal is published by the LAR Center Press, OR, USA]