IMPLEMENTATION OF AUGMENTED REALITY IN MARKETING COMMUNICATIONS
Yevhen Shkurov, Dmytro Yatsiuk · Қорқыт Ата атындағы Қызылорда университетінің Хабаршысы Экономика ғылымдары сериясы · 2024
This article offers an analysis of the integration of augmented reality (AR) technologies in contemporary marketing communications. AR represents a cutting-edge tool that enables brands to seamlessly blend digital content with the physical environment, thereby fostering an interactive and emotionally engaging customer experience. The paper explores the application of AR across diverse sectors, including retail, cosmetics, and e-commerce, and investigates its influence on consumer behaviour, focusing on increased customer engagement, strengthened emotional connections with brands, and the effectiveness of marketing strategies. The study delves into key features of AR, examining the pivotal factors that drive AR adoption to enhance customer experiences. Additionally, the article addresses the future potential of AR in shaping brand marketing strategies and its integral role in the development of omnichannel marketing. The research methodology involved a systematic review of relevant scholarly journal articles, an analysis of case studies from leading companies that have integrated AR into their marketing strategies, and secondary data analysis.