ENHANCING MARKETING STRATEGIES WITH AUGMENTED REALITY: AN EMPIRICAL STUDY ON CONSUMER CHOICE

Bogdan-Mihai Prodea () and Cristinel-Petrișor Constantin
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Bogdan-Mihai Prodea: Transilvania University of Brasov
Cristinel-Petrișor Constantin: Transilvania University of Brasov

Journal of Smart Economic Growth, 2023, vol. 8, issue 1, 55-67

Abstract: With the rapid advancement of technology, Augmented Reality has emerged as a promising tool for transforming traditional marketing approaches and engaging consumers in immersive and interactive experiences This article presents an empirical study aimed at exploring the impact of augmented reality (AR) on consumer choice and its potential for enhancing marketing strategies. By comparing the choices made by participants when viewing couches in both traditional web-based formats and AR-enhanced experiences, the research explores the impact of AR on consumer perceptions, engagement, and decision-making. The practical implications of this study are relevant for marketers seeking to leverage AR technology to optimize their marketing strategies. By understanding the differential impact of AR experiences on various demographic groups, marketers can tailor their campaigns to effectively engage specific consumer segments. Additionally, insights gained from consumer choice patterns can inform product development and marketing efforts.

Keywords: augmented reality; marketing; consumer choice (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:seg:012016:v:8:y:2023:i:1:p:55-67

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