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

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

Research output: Contribution to journalArticleAcademicpeer-review

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.
Original languageEnglish
JournalAustralasian Marketing Journal
DOIs
Publication statusE-pub ahead of print - 14 May 2020

Keywords

  • Augmented reality
  • Marketing theory
  • Situated cognition
  • Marketing management

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