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Augmented Reality as an Efficient Marketing Strategy in a New Consumption Model During the COVID-19 Pandemic

Augmented Reality as an Efficient Marketing Strategy in a New Consumption Model During the COVID-19 Pandemic

Gerardo Reyes Ruiz
Copyright: © 2022 |Pages: 30
ISBN13: 9781668467626|ISBN10: 1668467623|EISBN13: 9781668467633
DOI: 10.4018/978-1-6684-6762-6.ch015
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MLA

Ruiz, Gerardo Reyes. "Augmented Reality as an Efficient Marketing Strategy in a New Consumption Model During the COVID-19 Pandemic." Handbook of Research on Digital Innovation and Networking in Post-COVID-19 Organizations, edited by Ana Pego, IGI Global, 2022, pp. 271-300. https://doi.org/10.4018/978-1-6684-6762-6.ch015

APA

Ruiz, G. R. (2022). Augmented Reality as an Efficient Marketing Strategy in a New Consumption Model During the COVID-19 Pandemic. In A. Pego (Ed.), Handbook of Research on Digital Innovation and Networking in Post-COVID-19 Organizations (pp. 271-300). IGI Global. https://doi.org/10.4018/978-1-6684-6762-6.ch015

Chicago

Ruiz, Gerardo Reyes. "Augmented Reality as an Efficient Marketing Strategy in a New Consumption Model During the COVID-19 Pandemic." In Handbook of Research on Digital Innovation and Networking in Post-COVID-19 Organizations, edited by Ana Pego, 271-300. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6762-6.ch015

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Abstract

The technology known as augmented reality (AR) adds virtual elements to a real physical environment observed through a screen of a mobile device. This innovative and relatively new technology can be used and adapted to other applications that in turn generate new consumption habits. The main objective of these applications is to surprise the consumer and get their full attention and interest. In other words, an AR-based consumer environment will, first of all, arouse the customer's desire to purchase and, subsequently, will motivate him to own a product that he has already viewed through an application, generally through a mobile device with access to internet, new and innovative as AR is. This new approach to consumption allows innovative and efficient marketing strategies because it depends on the way a product or service is displayed beyond the traditional forms such as a window display in a store, a commercial on television, a catalog with images 2D or the box that contains the product.

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