Augmented Reality (AR) a New Technology for Advertising and Marketing Digital Communications

New digital technologies are greatly affecting people’s lives and are dramatically changing marketing operations. Consequently, advertising, promotion and more generally marketing communications going through a major digital metamorphosis. Further, the rise of Virtual Reality (VR), Augmented Reality (AR), digital marketing and advertising breaks the boundary between the physical world and the digital world. By means of these technologies, advertising may achieve a new level of promotion, branding and consumer involvement. Therefore, it deems essential to investigate the relationship between AR advertising and consumer behavior as well as their overall experience with AR. It would be imperative to explore the relationship between this new digital technology and consumers, so as to predict future trends in the development of advertising. This paper set the basis for such an inquiry by proposing a framework for evaluating a new technology such as AR on its applicability to advertising and digital marketing communications.