AMJ April 2020 ARM Accepted Version.pdf (1.06 MB)
Augmented reality marketing: a technology-enabled approach to situated customer experience
journal contribution
posted on 2023-06-09, 21:05 authored by Mathew Chylinski, Jonas Heller, Tim Hilken, Debbie KeelingDebbie Keeling, Dominik Mahr, Ko de RuyterRecent 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.
History
Publication status
- Published
File Version
- Accepted version
Journal
Australasian Marketing JournalISSN
1441-3582Publisher
ElsevierExternal DOI
Page range
1-11Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2020-04-17First Open Access (FOA) Date
2021-11-15First Compliant Deposit (FCD) Date
2020-04-16Usage metrics
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