Systematic mapping study: Application of augmented reality in marketing

IF 0.5 Q4 ECONOMICS
A. Peštek, Amina Osmanović
{"title":"Systematic mapping study: Application of augmented reality in marketing","authors":"A. Peštek, Amina Osmanović","doi":"10.51680/ev.35.2.12","DOIUrl":null,"url":null,"abstract":"Purpose: The aim of this paper is to provide an overview and analysis of literature dealing with the possibilities for applying augmented reality (AR) in marketing and the impact of AR on marketing in the era of digital transformation of business. Though attractive, this topic is still insufficiently explored. Methodology: The paper uses a bibliometric method - citation and co-citation analysis in the Web of Science and Scopus citation databases. Data analysis was performed using the VOSviewer software tool for information construction, analysis and visualization. Results: The conducted research revealed that there is an increasing trend in the number of research papers dealing with the AR and marketing topics. The specific topics dealt with in the papers are primarily related to the impact of AR on business, creating customer loyalty, sales increase and other marketing activities. Conclusion: AR is a powerful and influential tool the use of which improves communication with customers and, at the same time, sales strategies and processes. AR is based on immersing customers into a new experience, by showing virtual objects in the users’ real-world environment and creating harmony between the digital and the real-world environment so that the boundaries between them disappear. It is manifested as a form of experiential marketing, since it focuses both on a product and a service, and on the entire experience created for customers.","PeriodicalId":42693,"journal":{"name":"Ekonomski Vjesnik","volume":"46 1","pages":""},"PeriodicalIF":0.5000,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Ekonomski Vjesnik","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.51680/ev.35.2.12","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"ECONOMICS","Score":null,"Total":0}
引用次数: 0

Abstract

Purpose: The aim of this paper is to provide an overview and analysis of literature dealing with the possibilities for applying augmented reality (AR) in marketing and the impact of AR on marketing in the era of digital transformation of business. Though attractive, this topic is still insufficiently explored. Methodology: The paper uses a bibliometric method - citation and co-citation analysis in the Web of Science and Scopus citation databases. Data analysis was performed using the VOSviewer software tool for information construction, analysis and visualization. Results: The conducted research revealed that there is an increasing trend in the number of research papers dealing with the AR and marketing topics. The specific topics dealt with in the papers are primarily related to the impact of AR on business, creating customer loyalty, sales increase and other marketing activities. Conclusion: AR is a powerful and influential tool the use of which improves communication with customers and, at the same time, sales strategies and processes. AR is based on immersing customers into a new experience, by showing virtual objects in the users’ real-world environment and creating harmony between the digital and the real-world environment so that the boundaries between them disappear. It is manifested as a form of experiential marketing, since it focuses both on a product and a service, and on the entire experience created for customers.
系统测绘研究:增强现实在市场营销中的应用
目的:本文的目的是提供一个概述和分析的文献处理的可能性应用增强现实(AR)在营销和AR对营销的影响,在商业数字化转型的时代。虽然这个话题很有吸引力,但目前还没有得到充分的探讨。方法:本文采用文献计量学方法——在Web of Science和Scopus引文数据库中进行引文和共被引分析。数据分析采用VOSviewer软件工具进行信息构建、分析和可视化。结果:所进行的研究表明,研究论文的数量有增加的趋势,涉及AR和营销主题。论文中处理的具体主题主要与AR对业务的影响,创造客户忠诚度,增加销售和其他营销活动有关。结论:AR是一个强大而有影响力的工具,使用它可以改善与客户的沟通,同时改善销售策略和流程。增强现实的基础是让客户沉浸在一种新的体验中,通过在用户的现实环境中展示虚拟物体,并在数字环境和现实环境之间创造和谐,从而消除它们之间的界限。它表现为体验式营销的一种形式,因为它既关注产品,也关注服务,关注为顾客创造的整个体验。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
Ekonomski Vjesnik
Ekonomski Vjesnik ECONOMICS-
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信