Augmented reality presents numerous opportunities and challenges for marketers to enrich the retail shopping experience. Although the technology is well established, practical marketing application...

How augmented reality impacts retail marketing: a state-of-the-art review from a consumer perspective

PurposeThis paper provides a managerial overview of social marketing in India to improve the understanding about its nature and utility in addressing the needs of India's social sector.Design/methodology/approachThe study employs a qualitative research methodology by conducting an extensive review of relevant theories, concepts and past studies related to social marketing, focusing on the Indian context. Select case studies have also been studied and presented to elucidate how social marketing programs are conducted by various forms of organisations in India.FindingsFirst, the meaning of social marketing, its distinction from commercial marketing and some pertinent challenges faced by social marketers are discussed. Thereafter, a brief overview of the role of competition, cost and barriers towards conducting an effective social marketing program is provided. Lastly, we propose a scheme of organisations sponsoring social marketing in India and discuss the future perspectives.Practical implicationsThe study enables a deeper understanding of social marketing discipline for policy makers, social marketing professionals and organisations sponsoring social marketing initiatives in India.Originality/valueThe paper contributes to the literature on social marketing in the Indian context by conducting a broad overview with the aim of improving the understanding of social marketing which may help realise its full potential in the future.

Can social marketing be the key to social change in India?

https://webofproceedings.org/proceedings_series/ART2L/ICHCAD 2020/ZS8-W-550.pdf

On the New Path of Traditional Culture Communication under the Background of New Media

Purpose




Social outreach campaigns such as mainstream commercial marketing campaigns are drawn to digital communication practices for increased visibility, speed and recall. This paper aims to highlight the usefulness and application of augmented reality (AR) technologies and proposes a change-driven usage of the AR environments for social marketing.




Design/methodology/approach




Paradigmatic structural analysis is used to extract the underlying schematic forms. A multimodal analytic approach is used to propose the conceptual framework.




Findings




AR is defined vis-a-vis conceptualizations of reality and hyper-reality from the Vedantic philosophical texts and treatises. The study examines and demonstrates an earlier version of AR expression in ancient times in the use of spatio-temporal constructs and their degrees of modality. It derives a conceptual schema based on AR resonant applications in narratives from the Vedantic literature. Based on these, the study highlights the persuasive appeal and co-creative potential of these illustrative examples to recommend marketing communication strategies for social outreach campaigns.




Research limitations/implications




The analysis recognizes a conceptual bridge between human extra-sensory/transcendental ability and contemporary technology. This study identifies five propositional structures (PS). It opens up the field of social marketing research to alternative methodologies such as multimodal analysis.




Practical implications




While most of contemporary AR usage is in commercial marketing, this study has derived specific guiding principles/propositional structures. These can be applied to create specific virtual environments that can simulate and demonstrate desirable societal outcomes and behaviours. As newer technologies permit further and more futuristic design interventions, developers could experiment with transitional states to impact behaviours, with implications for experimental layering of information.




Originality/value




This study responds to a call for innovative design interventions in the field of social marketing. Its originality lies in its use of the Vedantic framework which has not been explored in this direction elsewhere.

Amrita Raghunath Joshi

Papers

Vedantic applications of augmented reality for strategic social marketing campaigns in India