Book Title: Emerging Trends in Commerce and Management
Editor: Dr. Nilesh Anute
ISBN: 978-81-979197-7-0
Chapter: 3
DOI: https://doi.org/10.59646/emc3/255
Authors:
Dr. Sunil S Dhanawade, Director, Dr. D. Y. Patil Centre for Management and Research, Pune, Maharashtra, India.
Dr. Neetu Randhawa, Sr. Assistant Professor, Indira School of Business Studies PGDM, Pune, Maharashtra, India.
Learning Objectives
This chapter aims to explore how augmented reality (AR) marketing strategies are being used to enhance customer experience and drive engagement. Learners will understand the principles of AR technology, how it can be integrated into marketing campaigns, and its impact on consumer behavior and brand perception. The study will cover various industries, including retail, real estate, and entertainment, providing a comprehensive overview of how AR is transforming marketing practices.
References
- Arghashi, V. (2022). Shopping with augmented reality: How wow-effect changes the equations! Electronic commerce research and applications, 54, Article 101166.
- Arghashi, V., & Yuksel, C. A. (2022). How retailers’ AR-apps improve consumer engagement through flow. Journal of retailing and Consumer Services, 64, Article 102756.
- Fortunati, E., Burgos, N., Dominici, F., Luzi, F., Fiori, S., Jim´ enez, A., Yoon, K., Ahn, J., & Kang, S. (2015). Bio-based PLA_PHB plasticized blend films: Processing and structural characterization. LWT-Food Science and Technology, 64(2), 980–988.
- Ghewari A, Anute N (2021) Social Media Marketing Strategies Of E Learning Organizations With Special Reference To Elementary Education, Ilkogretim Online – Elementary Education Online, 2021; Vol 20, Issue 6, Page no. 3593-3600.