The Role of Augmented Reality in the Interactivity of Co-Creation

This article describes how the alignment of the concept of value in the discussion of Service Dominant Logic (SD-L) has led to new conceptualizations including the process of co-creation and guidelines for its implementation. The current research critically reviews four key co-creation models using SD-L and value-in-use theories and discusses their usefulness in the context of Augmented Reality (AR). The synthesis and discussion of these models lead to our proposition, that augmented reality (AR) contributes to interactivity and facilitates co-creation.