The playground effect: How augmented reality drives creative customer engagement
Abstract
Across various customer experiences, Augmented Reality (AR) is emerging as a strategic experience design tool. This study contributes to an emerging body of research on the use of AR in the early stages of customers’ purchase journeys. Extending previous research, we propose that AR enables a unique form of customer creativity that is distinct from prior conceptualizations of creativity through its association with customer engagement....
Paper Details
Title
The playground effect: How augmented reality drives creative customer engagement
Published Date
Aug 1, 2020
Journal
Volume
116
Pages
85 - 98
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