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Augmented reality marketing: A technology-enabled approach to situated customer experience

Author

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  • Chylinski, Mathew
  • Heller, Jonas
  • Hilken, Tim
  • Keeling, Debbie Isobel
  • Mahr, Dominik
  • de Ruyter, Ko

Abstract

Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and practice – what we term Augmented Reality Marketing (ARM). However, despite emerging publications on the subject, managers and academics struggle to articulate how ARM delivers experiences that are valuable to customers in a way that is different from other marketing approaches. In this article, we review the emerging literature, and define ARM as a customer-facing interface for the application of digital marketing technologies in physical settings. Rooted in a class of ‘situated cognition’ theories from social psychology, we identify a unique set of digital affordances which ARM offers beyond extant marketing approaches in traditional media. By drawing on the key conceptual building blocks of situated cognition theory, we develop a framework of ARM experiences to synthesize current research and applications, and to suggest directions for future research.

Suggested Citation

  • Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie Isobel & Mahr, Dominik & de Ruyter, Ko, 2020. "Augmented reality marketing: A technology-enabled approach to situated customer experience," Australasian marketing journal, Elsevier, vol. 28(4), pages 374-384.
    • Handle: RePEc:eee:aumajo:v:28:y:2020:i:4:p:374-384
    DOI: 10.1016/j.ausmj.2020.04.004
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    References listed on IDEAS

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    1. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability," Journal of Retailing, Elsevier, vol. 95(2), pages 94-114.
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    Cited by:

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    2. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Xygkogianni Maria, 2023. "Augmented Reality Marketing Implementation in Greek SMEs - A SWOT Analysis," Business & Entrepreneurship Journal, SCIENPRESS Ltd, vol. 12(2), pages 1-7.
    4. Rizvanović, Belma & Zutshi, Aneesh & Grilo, Antonio & Nodehi, Tahereh, 2023. "Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    5. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    6. Yinglu Sun & Wei Xue & Subir Bandyopadhyay & Dong Cheng, 2022. "WeChat mobile-payment-based smart retail customer experience: an integrated framework," Information Technology and Management, Springer, vol. 23(2), pages 77-94, June.
    7. Jiang, Yi & Wang, Xueqin & Yuen, Kum Fai, 2021. "Augmented reality shopping application usage: The influence of attitude, value, and characteristics of innovation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    9. Jessen, Alexander & Hilken, Tim & Chylinski, Mathew & Mahr, Dominik & Heller, Jonas & Keeling, Debbie Isobel & de Ruyter, Ko, 2020. "The playground effect: How augmented reality drives creative customer engagement," Journal of Business Research, Elsevier, vol. 116(C), pages 85-98.
    10. Belhadi, Amine & Kamble, Sachin & Benkhati, Imane & Gupta, Shivam & Mangla, Sachin Kumar, 2023. "Does strategic management of digital technologies influence electronic word-of-mouth (eWOM) and customer loyalty? Empirical insights from B2B platform economy," Journal of Business Research, Elsevier, vol. 156(C).
    11. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    12. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    13. Lim, Weng Marc, 2020. "The sharing economy: A marketing perspective," Australasian marketing journal, Elsevier, vol. 28(3), pages 4-13.
    14. Skubis Michał, 2021. "Users’ Awareness of Augmented Reality Technology in Mobile Applications," Marketing of Scientific and Research Organizations, Sciendo, vol. 40(2), pages 1-22, June.
    15. Researchers on the broader topic of the short & long term effects of Covid-19 (Novel Coronavirus), 2023. "Special Issue 2023: The Global Effects of Covid-19 to Business and Entrepreneurship," Business & Entrepreneurship Journal, SCIENPRESS Ltd, vol. 0, pages 1-1.
    16. Diksha Sharma, 2023. "Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review," Paradigm, , vol. 27(2), pages 192-210, December.

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