IDEAS home Printed from https://ideas.repec.org/a/seg/012016/v8y2023i1p55-67.html
   My bibliography  Save this article

Enhancing Marketing Strategies With Augmented Reality: An Empirical Study On Consumer Choice

Author

Listed:
  • Bogdan-Mihai PRODEA

    (Transilvania University of Brasov)

  • Cristinel-Petrișor CONSTANTIN

    (Transilvania University of Brasov)

Abstract

With the rapid advancement of technology, Augmented Reality has emerged as a promising tool for transforming traditional marketing approaches and engaging consumers in immersive and interactive experiences This article presents an empirical study aimed at exploring the impact of augmented reality (AR) on consumer choice and its potential for enhancing marketing strategies. By comparing the choices made by participants when viewing couches in both traditional web-based formats and AR-enhanced experiences, the research explores the impact of AR on consumer perceptions, engagement, and decision-making. The practical implications of this study are relevant for marketers seeking to leverage AR technology to optimize their marketing strategies. By understanding the differential impact of AR experiences on various demographic groups, marketers can tailor their campaigns to effectively engage specific consumer segments. Additionally, insights gained from consumer choice patterns can inform product development and marketing efforts.

Suggested Citation

  • Bogdan-Mihai PRODEA & Cristinel-Petrișor CONSTANTIN, 2023. "Enhancing Marketing Strategies With Augmented Reality: An Empirical Study On Consumer Choice," Journal of Smart Economic Growth, , vol. 8(1), pages 55-67, May.
    • Handle: RePEc:seg:012016:v:8:y:2023:i:1:p:55-67
    as

    Download full text from publisher

    File URL: https://jseg.ro/index.php/jseg/article/view/227/137
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:seg:012016:v:8:y:2023:i:1:p:55-67. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Radu Lixandroiu (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.