The Impact of Augmented Reality Advertisement on Customer Engagement in the Era of Connnected Consumers-Reference-Cited by-同舟云学术

The Impact of Augmented Reality Advertisement on Customer Engagement in the Era of Connnected Consumers

Published:2020 Issue: Volume: Page:289-314
ISSN:2327-5502
Container-title:Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer
language:
Short-container-title:

Author:

Islam Azharul¹

Affiliation:

1. University of Wales Trinity Saint David, UK

Abstract

Innovation in technology is advancing by the day. As a latest and useful technology, augmented reality (AR) is drawing and getting attention from every sectors such as marketing, engagement, and user experience. Augment reality (AR) has become a recent trend for modern marketing. Marketers nowadays invest money and time in creation of new digital marketing platform for connected consumers. In this chapter, the researcher aims to discuss the impact of augmented reality advertisement on changing customer attitude towards brands. The purpose of this chapter is to discuss the impact of AR advertising on customer engagement and enhance user experience. Furthermore, this research has pinpointed the impact of augmented reality advertisement on cognitive, affective, and behavioural engagement.

Publisher

IGI Global

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