Augmented Reality Marketing: Breakthroughs and Opportunities | Proceedings of Business and Economic Studies

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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."/> <meta name="DC.Format" scheme="IMT" content="application/pdf"/> <meta name="DC.Identifier" content="8612"/> <meta name="DC.Identifier.pageNumber" content="234-238"/> <meta name="DC.Identifier.DOI" content="10.26689/pbes.v7i5.8612"/> <meta name="DC.Identifier.URI" content="https://ojs.bbwpublisher.com/index.php/PBES/article/view/8612"/> <meta name="DC.Language" scheme="ISO639-1" content="en"/> <meta name="DC.Rights" content="Copyright (c) 2024 Author(s)"/> <meta name="DC.Rights" content=""/> <meta name="DC.Source" content="Proceedings of Business and Economic Studies"/> <meta name="DC.Source.ISSN" content="2209-265X"/> <meta name="DC.Source.Issue" content="5"/> <meta name="DC.Source.Volume" content="7"/> <meta name="DC.Source.URI" content="https://ojs.bbwpublisher.com/index.php/PBES"/> <meta name="DC.Subject" xml:lang="en" content="Augmented reality"/> <meta name="DC.Subject" xml:lang="en" content="Augmented 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class="article-details-galley"> <a class="btn btn-primary" style="margin-top:5px;width:120px;" href="https://ojs.bbwpublisher.com/index.php/PBES/article/view/8612/7447"> Download PDF </a> </div> </div> <form action="https://ojs.bbwpublisher.com/createxml.php" method="post" enctype="multipart/form-data"> <input type="hidden" name="journal" value="Proceedings of Business and Economic Studies" /> <input type="hidden" name="title" value="Augmented Reality Marketing: Breakthroughs and Opportunities" /> <input type="hidden" name="doi" value="10.26689/pbes.v7i5.8612" /> <input type="hidden" name="aaa" value="Limin Niu" /> <input type="hidden" name="ccc" value="Vol 7 No 5 (2024): Proceedings of Business and Economic Studies" /> <div class="weburl" style="display:none" name="weburl" > <input type="hidden" name="weburl" value="https://ojs.bbwpublisher.com/index.php/PBES/article/view?path="> </div> <input type="hidden" name="published" value="2024-10-23" > <input type="hidden" name="auto" value="Limin Niu" /> <input type="hidden" name="Keywords" value="Array " /> <div class="keyword" style="display:none" name="keyword"> <input type="hidden" style="display:none" name="keywords" value="Augmented reality,Augmented reality marketing,Situation awareness" > </div> <div style="display:none" > $currentUrl="http://$_SERVER[HTTP_HOST]$_SERVER[REQUEST_URI]" <input type="hidden" style="display:none" name="urldom" value="https://ojs.bbwpublisher.com/index.php/PBES/article/view/8612" > </div> <input type="hidden" name="subject" value="Articles" /> <input type="hidden" name="Abstract" value="<p>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.</p>" /> <input type="hidden" name="References" value="[1] Faust F, Roepke G, Catecati T, et al., 2012, Use of Augmented Reality in the Usability Evaluation of Products. Work, 41 Suppl 1: 1164–1167. https://doi.org/10.3233/WOR-2012-0298-1164<br /> [2] Hilken T, de Ruyter K, Chylinski M, et al., 2017, Augmenting the Eye of the Beholder: Exploring the Strategic Potential of Augmented Reality to Enhance Online Service Experiences. J Acad Mark Sci, 45: 884–905. https://doi.org/10.1007/s11747-017-0541-x<br /> [3] Park M, Yoo J, 2020, Effects of Perceived Interactivity of Augmented Reality on Consumer Responses: A mental Imagery Perspective. Journal of Retailing and Consumer Services, 52: 101912. https://doi.org/10.1016/j.jretconser.2019.101912<br /> [4] Kim WB, Choo HJ, 2023, How Virtual Reality Shopping Experience Enhances Consumer Creativity: The Mediating Role of Perceptual Curiosity. Journal of Business Research, 154: 113378. https://doi.org/10.1016/j.jbusres.2022.113378<br /> [5] Heller J, Chylinski M, de Ruyter K, et al., 2019, Let Me Imagine That For You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability. Journal of Retailing, 95(2): 94–114. https://doi.org/10.1016/j.jretai.2019.03.005<br /> [6] Kowalczuk P, Siepmann (nee Scheiben) C, Adler J, 2021, Cognitive, Affective, and Behavioral Consumer Responses to Augmented Reality in E-Commerce: A Comparative Study. Journal of Business Research, 124: 357–373. https://doi.org/10.1016/j.jbusres.2020.10.050<br /> [7] Qin H, Osatuyi B, Xu L, 2021, How Mobile Augmented Reality Applications Affect Continuous Use and Purchase Intentions: A Cognition-Affect-Conation Perspective. Journal of Retailing and Consumer Services, 63: 102680. https://doi.org/10.1016/j.jretconser.2021.102680<br /> [8] Barhorst JB, McLean G, Shah E, et al., 2021, Blending the Real World and the Virtual World: Exploring the Role of Flow in Augmented Reality Experiences. Journal of Business Research, 122: 423–436. https://doi.org/10.1016/j.jbusres.2020.08.041<br /> [9] Javornik A, Marder B, Pizzetti M, et al., 202, Augmented Self – The Effects of Virtual Face Augmentation on Consumers’ Self-Concept. Journal of Business Research, 130: 170–187. https://doi.org/10.1016/j.jbusres.2021.03.026<br /> [10] Hilken T, Heller J, Keeling DI, et al., 2022, Bridging Imagination Gaps on the Path to Purchase with Augmented Reality: Field and Experimental Evidence. Journal of Interactive Marketing, 57(2): 356–375. https://doi.org/10.1177/10949968221083555<br /> [11] Yoo J, Kim JH, Kim M, et al., 2023, Imagery Evoking Visual and Verbal Information Presentations in Mobile Commerce: The Roles of Augmented Reality and Product Review. Journal of Research in Interactive Marketing, 18(2): 182–197. https://doi.org/10.1108/JRIM-08-2022-0253 <br /> [12] Yim MYC, Chu SC, Sauer PL, 2017, Is Augmented Reality Technology An Effective Tool for E-Commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39(1): 89–103. https://doi.org/10.1016/j.intmar.2017.04.001<br /> [13] Loureiro SMC, Guerreiro J, Eloy S, et al., 2019, Understanding the Use of Virtual Reality in Marketing: A Text Mining-Based Review. Journal of Business Research, 100: 514–530. https://doi.org/10.1016/j.jbusres.2018.10.055<br /> [14] Steuer J, 1992, Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4): 73–93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x<br /> [15] Park J, Lee H, 2012, Relationship between Brand Experience, Local Presence, Flow, and Brand Attitude While Applying Spatial Augmented Reality to a Brand Store. International Journal of Human-Computer Interaction, 2023: 1–14. https://doi.org/10.1080/10447318.2023.2266252<br /> [16] Endsley MR, 1995, Measurement of Situation Awareness in Dynamic Systems. Human Factors: The Journal of the Human Factors and Ergonomics Society, 37(1): 65–84. https://doi.org/10.1518/001872095779049499<br /> [17] Lundberg J, 2015, Situation Awareness Systems, States and Processes: A Holistic Framework. Theoretical Issues in Ergonomics Science, 16(5): 447–473. https://doi.org/10.1080/1463922X.2015.1008601<br /> [18] Endsley MR, 2012, Chapter 19 – Situation Awareness, in Salvendy G (ed), Handbook of Human Factors and Ergonomics. John Wiley & Sons, Inc., Hoboken (NJ), 553–568. https://doi.org/10.1002/9781118131350.ch19" /> <input type="hidden" name="Online" value="2209-265X" /> <input type="hidden" name="Print" value="2209-2641" /> <input class="btn btn-primary" type="submit" value="xml" style="border:none;width:120px;height:34px;background-color:#337ab7;border-color:#2e6da4;color:#fff;margin-top:5px;" /> </form> <div class="article-details-block article-details-keywords"> <h2 class="article-details-heading"> Keywords </h2> <div class="article-details-keywords-value"> <span>Augmented reality</span><br> <span>Augmented reality marketing</span><br> <span>Situation awareness</span> </div> </div> <div class="article-details-block article-details-doi"> <h2 class="article-details-heading"> DOI </h2> <p><a href="https://doi.org/10.26689/pbes.v7i5.8612">10.26689/pbes.v7i5.8612</a></p> </div> <h5 class="published">Submitted : 2024-09-23</h5> <h5 class="published">Accepted : 2024-10-08</h5> <h5 class="published">Published : 2024-10-23</h5> </div> </div> <div class="col-lg-9 order-lg-1" id="articleMainWrapper"> <div class="article-details-main" id="articleMain"> <div class="article-details-block article-details-abstract"> <h2 class="article-details-heading">Abstract</h2> <p>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.</p> </div> <div class="article-details-block article-details-references"> <h2 class="article-details-heading"> References </h2> <div class="article-details-references-value"> <p>Faust F, Roepke G, Catecati T, et al., 2012, Use of Augmented Reality in the Usability Evaluation of Products. Work, 41 Suppl 1: 1164–1167. <a href="https://doi.org/10.3233/WOR-2012-0298-1164">https://doi.org/10.3233/WOR-2012-0298-1164</a></p> <p>Hilken T, de Ruyter K, Chylinski M, et al., 2017, Augmenting the Eye of the Beholder: Exploring the Strategic Potential of Augmented Reality to Enhance Online Service Experiences. J Acad Mark Sci, 45: 884–905. <a href="https://doi.org/10.1007/s11747-017-0541-x">https://doi.org/10.1007/s11747-017-0541-x</a></p> <p>Park M, Yoo J, 2020, Effects of Perceived Interactivity of Augmented Reality on Consumer Responses: A mental Imagery Perspective. Journal of Retailing and Consumer Services, 52: 101912. <a href="https://doi.org/10.1016/j.jretconser.2019.101912">https://doi.org/10.1016/j.jretconser.2019.101912</a></p> <p>Kim WB, Choo HJ, 2023, How Virtual Reality Shopping Experience Enhances Consumer Creativity: The Mediating Role of Perceptual Curiosity. Journal of Business Research, 154: 113378. <a href="https://doi.org/10.1016/j.jbusres.2022.113378">https://doi.org/10.1016/j.jbusres.2022.113378</a></p> <p>Heller J, Chylinski M, de Ruyter K, et al., 2019, Let Me Imagine That For You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability. Journal of Retailing, 95(2): 94–114. <a href="https://doi.org/10.1016/j.jretai.2019.03.005">https://doi.org/10.1016/j.jretai.2019.03.005</a></p> <p>Kowalczuk P, Siepmann (nee Scheiben) C, Adler J, 2021, Cognitive, Affective, and Behavioral Consumer Responses to Augmented Reality in E-Commerce: A Comparative Study. Journal of Business Research, 124: 357–373. <a href="https://doi.org/10.1016/j.jbusres.2020.10.050">https://doi.org/10.1016/j.jbusres.2020.10.050</a></p> <p>Qin H, Osatuyi B, Xu L, 2021, How Mobile Augmented Reality Applications Affect Continuous Use and Purchase Intentions: A Cognition-Affect-Conation Perspective. Journal of Retailing and Consumer Services, 63: 102680. <a href="https://doi.org/10.1016/j.jretconser.2021.102680">https://doi.org/10.1016/j.jretconser.2021.102680</a></p> <p>Barhorst JB, McLean G, Shah E, et al., 2021, Blending the Real World and the Virtual World: Exploring the Role of Flow in Augmented Reality Experiences. Journal of Business Research, 122: 423–436. <a href="https://doi.org/10.1016/j.jbusres.2020.08.041">https://doi.org/10.1016/j.jbusres.2020.08.041</a></p> <p>Javornik A, Marder B, Pizzetti M, et al., 202, Augmented Self – The Effects of Virtual Face Augmentation on Consumers’ Self-Concept. Journal of Business Research, 130: 170–187. <a href="https://doi.org/10.1016/j.jbusres.2021.03.026">https://doi.org/10.1016/j.jbusres.2021.03.026</a></p> <p>Hilken T, Heller J, Keeling DI, et al., 2022, Bridging Imagination Gaps on the Path to Purchase with Augmented Reality: Field and Experimental Evidence. Journal of Interactive Marketing, 57(2): 356–375. <a href="https://doi.org/10.1177/10949968221083555">https://doi.org/10.1177/10949968221083555</a></p> <p>Yoo J, Kim JH, Kim M, et al., 2023, Imagery Evoking Visual and Verbal Information Presentations in Mobile Commerce: The Roles of Augmented Reality and Product Review. Journal of Research in Interactive Marketing, 18(2): 182–197. <a href="https://doi.org/10.1108/JRIM-08-2022-0253">https://doi.org/10.1108/JRIM-08-2022-0253</a></p> <p>Yim MYC, Chu SC, Sauer PL, 2017, Is Augmented Reality Technology An Effective Tool for E-Commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39(1): 89–103. <a href="https://doi.org/10.1016/j.intmar.2017.04.001">https://doi.org/10.1016/j.intmar.2017.04.001</a></p> <p>Loureiro SMC, Guerreiro J, Eloy S, et al., 2019, Understanding the Use of Virtual Reality in Marketing: A Text Mining-Based Review. Journal of Business Research, 100: 514–530. <a href="https://doi.org/10.1016/j.jbusres.2018.10.055">https://doi.org/10.1016/j.jbusres.2018.10.055</a></p> <p>Steuer J, 1992, Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4): 73–93. <a href="https://doi.org/10.1111/j.1460-2466.1992.tb00812.x">https://doi.org/10.1111/j.1460-2466.1992.tb00812.x</a></p> <p>Park J, Lee H, 2012, Relationship between Brand Experience, Local Presence, Flow, and Brand Attitude While Applying Spatial Augmented Reality to a Brand Store. International Journal of Human-Computer Interaction, 2023: 1–14. <a href="https://doi.org/10.1080/10447318.2023.2266252">https://doi.org/10.1080/10447318.2023.2266252</a></p> <p>Endsley MR, 1995, Measurement of Situation Awareness in Dynamic Systems. Human Factors: The Journal of the Human Factors and Ergonomics Society, 37(1): 65–84. <a href="https://doi.org/10.1518/001872095779049499">https://doi.org/10.1518/001872095779049499</a></p> <p>Lundberg J, 2015, Situation Awareness Systems, States and Processes: A Holistic Framework. Theoretical Issues in Ergonomics Science, 16(5): 447–473. <a href="https://doi.org/10.1080/1463922X.2015.1008601">https://doi.org/10.1080/1463922X.2015.1008601</a></p> <p>Endsley MR, 2012, Chapter 19 – Situation Awareness, in Salvendy G (ed), Handbook of Human Factors and Ergonomics. John Wiley & Sons, Inc., Hoboken (NJ), 553–568. <a href="https://doi.org/10.1002/9781118131350.ch19">https://doi.org/10.1002/9781118131350.ch19</a></p> </div> </div> </div> </div> <div class="col-lg-12 order-lg-3 article-footer-hook"> </div> </div> </div> </div> <footer class="site-footer container"> <div class="row"> <div class="col-md-6"> <a href="/"> <img class="footer-brand-image" alt="BBW Logo" src="https://ojs.bbwpublisher.com/plugins/themes/default/templates/images/logo.png"> </a> <div class="journal-desc"> </div> </div> <div class="col-md-6"> <h3>Proceedings of Business and Economic Studies</h3> <p> ISSN: 2209-265X </p> <h4>Publishing Office:</h4> <p>Level 10, 50 Clarence Street Sydney, NSW 2000 Australia.</p> <h4>Editorial Office:</h4>  <p>34-2B, Jalan Puteri 1/2, Bandar Puteri, 47100 Puchong, Selangor, Malaysia.</p> <h4>Website:</h4> <p><a href="https://www.bbwpublisher.com">www.bbwpublisher.com</a></p> <h4>Email:</h4> <p><a href="mailto:se.gao@bbwpublisher.com">se.gao@bbwpublisher.com</a></p> </div> </div> <hr> <div class="text-center"> Copyright © 2024 Bio-Byword Scientific Publishing Pty. 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