What is augmented reality marketing? Its definition, complexity, and future

2022/02/01 by Philipp A. Rauschnabel, Barry J. Babin, M. Claudia tom Dieck +2 · 3 citations
Business, Management and Accounting · Computer Science · Social Sciences · #Consumer Retail Behavior Studies #Digital Marketing and Social Media #Virtual Reality Applications and Impacts

paper · doi:10.1016/j.jbusres.2021.12.084

openalex publication_date 2022/02/01 · crossref created 2022/02/01 · crossref issued 2022/03/01 · crossref published 2022/03/01 · crossref published-print 2022/03/01 · crossref deposited 2025/09/27 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29 · crossref indexed 2026/07/30

Citations

• Augmented reality: Designing immersive experiences that maximize consumer engagement
• Understanding Customer Experience Throughout the Customer Journey
• Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences
• Embodiment of Wearable Augmented Reality Technology in Tourism Experiences
• Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability
• Setting the future of digital and social media marketing research: Perspectives and research propositions
• Design Science in Information Systems Research1
• Can augmented reality satisfy consumers' need for touch?

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