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ISMAR 2014 - Sep 10-12 - Munich, Germany

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Classifications of Augmented Reality Uses in Marketing

SCHEDULE INFORMATION

Event TitleRoomStartEnd
Posters Presentation - Batch 3Magistrale12 Sep, 2014 10:30 AM12 Sep, 2014 11:00 AM
Contributors: 
Ana Javornik
Description
Existing uses of augmented reality (AR) in marketing have not yet been discussed according to the different contexts of consumption and marketing functions they fulfill. This research investigates which uses of AR have emerged so far in marketing and proposes a classification schema for them, based on the intensity of the augmentation and on marketing functions. Such differentiation is needed in order to better understand the dynamics of augmentation of physical surroundings for commercial purposes and consequently to distinguish between different consumer experiences.

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