Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM)

Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (National Taiwan Ocean University, Taiwan)
Copyright: © 2019 |Pages: 240
EISBN13: 9781522599562|DOI: 10.4018/978-1-5225-5912-2.ch010
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Abstract

This chapter deals with emerging augmented, mixed, and virtual reality platforms and their applications in cause-related marketing (CRM) campaigns. This chapter provides definitions and examples of augmented, mixed, and virtual realities and explains their importance CRM professionals. Compared with traditional marketing platforms, reality-creating technologies are characterized with their capabilities to interact with marketing contents through their geolocation specificity, mobility, and synchronization of virtuality and reality. These technological characteristics have made reality-creating technologies very promising for many cause-related marketing (CRM) campaigns. This chapter surveys current discussions in the existing literature and ends with three cause-related marketing (CRM) campaigns. The study concludes with an overview of emerging issues, future directions, and professional best practice recommendations.
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