How can augmented reality add value for companies: benefits and challenges of its application in marketing
The present study aims to gain a better understanding of the reasons influencing the use of AR applied in marketing. Besides its promising success in the literature, there is still a risk that Augmented Reality does not add value to the company. Marketers must decide whether and how the technology c...
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| Tipo de recurso: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Repositório Institucional do FGV (FGV Repositório Digital) |
| Idioma: | inglés |
| OAI Identifier: | oai:repositorio.fgv.br:10438/18294 |
| Acceso en línea: | http://hdl.handle.net/10438/18294 |
| Access Level: | acceso abierto |
| Palabra clave: | Augmented Reality Technology Marketing tools Realidade aumentada Tecnologia Marketing Ferramenta de Marketing Administração de empresas Marketing - Inovações tecnológicas Valor adicionado |
| Sumario: | The present study aims to gain a better understanding of the reasons influencing the use of AR applied in marketing. Besides its promising success in the literature, there is still a risk that Augmented Reality does not add value to the company. Marketers must decide whether and how the technology can be applied in favor of the company. A case study research with three companies using or used Augmented Reality in their business was applied. The data were collected via semi-structured interviews with marketing experts’ from each company. Based on the findings of the interviews, the reasons why companies applied Augmented Reality are: the belief that there is a need for it, a better communication with their customers, the need to appear innovative, and a decrease in the return- and increase in the conversion rate. In fact, this research revealed that after the implementation of Augmented Reality two out of three companies had a better market performance in terms of an increase in the demand, or a better conversion rate, more time spent on the product page with the Augmented Reality tool, and a decrease in their return rate. However, one case also demonstrated that even though an increasing market performance, Augmented Reality can still fail due to reasons such as technical issues. |
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