Augmented Reality

Ada Maria Barone () and Emanuela Stagno ()
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Ada Maria Barone: Goldsmiths, University of London
Emanuela Stagno: University of Sussex

Chapter Chapter 6 in Artificial Intelligence along the Customer Journey, 2023, pp 87-104 from Springer

Abstract: Abstract This chapter discusses the possibilities offered by augmented reality (AR) along the customer journey for the development of successful customer experiences. Augmented reality enables the superimposition of virtual elements to the users’ body features and surrounding environments, thus enhancing the reality they are currently inhabiting and the products or services they are experiencing. After defining what augmented reality is, we distinguish between the different applications of AR in mobile, online, and in store contexts. We then discuss and review the literature on how augmented reality is applied in the pre-purchase and purchase stage of the customer journey, specifically highlighting its impact in terms of advertising and retailing. Finally, we draw some conclusions and suggest possibilities for future research.

Keywords: Augmented reality; Advertising; Virtual try-on; Virtual try-out; Augmented environments; Product presentation (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-48792-7_6

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DOI: 10.1007/978-3-031-48792-7_6

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