The Wearable World in the Palm of our Hand: The Perceived Importance of Augmented Reality in Marketing Strategies
Fernando Bandeira, António Cardoso, Álvaro Miguel da Costa Cairrão · RePEc: Research Papers in Economics · 2013
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.