Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM)-Reference-Cited by-同舟云学术

Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM)

Published:2019 Issue: Volume: Page:217-240
ISSN:2327-929X
Container-title:Advances in Multimedia and Interactive Technologies
language:
Short-container-title:

Author:

Yang Kenneth C. C.¹^ORCID,Kang Yowei²^ORCID

Affiliation:

1. The University of Texas at El Paso, USA

2. National Taiwan Ocean University, Taiwan

Abstract

This chapter deals with emerging augmented, mixed, and virtual reality platforms and their applications in cause-related marketing (CRM) campaigns. This chapter provides definitions and examples of augmented, mixed, and virtual realities and explains their importance CRM professionals. Compared with traditional marketing platforms, reality-creating technologies are characterized with their capabilities to interact with marketing contents through their geolocation specificity, mobility, and synchronization of virtuality and reality. These technological characteristics have made reality-creating technologies very promising for many cause-related marketing (CRM) campaigns. This chapter surveys current discussions in the existing literature and ends with three cause-related marketing (CRM) campaigns. The study concludes with an overview of emerging issues, future directions, and professional best practice recommendations.

Publisher

IGI Global

Reference86 articles.

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2. Baek, T. H., Yoo, C. Y., & Yoon, S. (2015). The impact of augmented reality on self-brand connections and purchase intentions. Paper presented at the Academy of American Advertising, Chicago, IL.

3. Cause marketing and customer profitability

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