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

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

Australasian marketing journal, 2020, vol. 28, issue 4, 374-384

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.

Keywords: Augmented reality; Marketing theory; Situated cognition; Marketing management (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:28:y:2020:i:4:p:374-384

DOI: 10.1016/j.ausmj.2020.04.004

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