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.

https://kclpure.kcl.ac.uk/portal/files/127338869/AMJ_April_2020_ARM_Accepted_Version.pdf

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

https://pure.uva.nl/ws/files/55303339/1_s2.0_S0148296320304586_main.pdf

Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses

The playground effect: How augmented reality drives creative customer engagement

Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study

Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism

https://pure.uva.nl/ws/files/37986990/1_s2.0_S1567422319300316_main.pdf

Sanne Frowijn

Papers

Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure