Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising
Abstract
This position article on augmented reality (AR) advertising offers a conceptual framework of recent scholarship on the intersection between AR technologies, advertising, and marketing metrics. The framework identifies theory-based building blocks for this domain alongside relevant recent examples. It proposes a conceptual case for contextualization of advertising content through AR technology. Finally, an agenda for future research in AR...
Paper Details
Title
Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising
Published Date
Mar 14, 2020
Journal
Volume
49
Issue
2
Pages
109 - 124
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Notes
History