The Wearable World in the Palm of our Hand: The Perceived Importance of Augmented Reality in Marketing Strategies

Ph.D Fernando Bandeira (), António Cardoso () and Alvaro Cairrao ()
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Ph.D Fernando Bandeira: Auxiliar Profesor,Universidade Fernando Pessoa,Oporto, Portugal
António Cardoso: Auxiliar Profesor,Universidade Fernando Pessoa,Oporto, Portugal
Alvaro Cairrao: Invited Auxiliar Profesor,Universidade de Trás-os-Montes e Alto Douro,Vila Real – Portugal

International Journal of Business and Social Research, 2013, vol. 3, issue 5, 117-124

Abstract: The present article refers to an exploratory study of the perceived importance of augmented reality for marketing strategies, namely in what concern: costs, branding, communications and product versus immersion, body, wearable and blended augmented reality. It starts with the theoretical framework for augmented reality, followed by the design and research methodology; it then proceeds with the analyses and comment of data gathered, and at the end, it refers to the research limitations and perspectives. Results point out that augmented reality is not perceived as an outstanding tool for marketing nor as an investment with high benefits, nevertheless it is seen as pertinent for blended marketing and immersive augmented reality gathering some sympathy from respondents.

Keywords: Importance of Augmented Reality; Marketing Strategies; Perceived opinion. (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:lrc:larijb:v:3:y:2013:i:5:p:117-124

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