Application of Augmented Reality in Product Packaging: Challenges and Development Opportunities

Asta Kyguolienė () and Reda Braziulytė ()
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Asta Kyguolienė: Asta KYGUOLIENĖ – associate professor at Marketing Department, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 58, LT-44248, Kaunas, Lithuania. Phone: +37037327852.
Reda Braziulytė: Reda BRAZIULYTĖ – MBA, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 58, LT-44248, Kaunas, Lithuania. Phone: +37067324951.

Management of Organizations: Systematic Research, 2022, vol. 88, issue 1, 85-100

Abstract: Augmented reality is considered to be one of the fastest growing and most promising trends in marketing. This paper analyses the use of augmented reality for advertising purposes by integrating augmented reality into product packaging. There are solutions for the application of augmented reality in product packaging around the world, but in Lithuania, the application of augmented reality in product packaging is still rare. Research problem is formulated as the question: what are the challenges and development opportunities for the application of augmented reality in product packaging? Expert opinion and the results of a customer survey, which show at which stages of the AIDA model using augmented reality in product packaging could be effective, are presented in this article.

Keywords: augmented reality; product packaging; AIDA; papildytoji realybė; produktų pakuotė; AIDA (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:88:y:2022:i:1:p:85-100:n:3

DOI: 10.2478/mosr-2022-0014

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