IDEAS home Printed from https://ideas.repec.org/a/vrs/morgsr/v88y2022i1p85-100n3.html
   My bibliography  Save this article

Application of Augmented Reality in Product Packaging: Challenges and Development Opportunities

Author

Listed:
  • KYGUOLIENĖ Asta

    (Asta KYGUOLIENĖ – associate professor at Marketing Department, Faculty of Economics and Management, Vytautas Magnus University, Lithuania . Address: K. Donelaičio str. 58, LT-44248, Kaunas, Lithuania . Phone: +37037327852.)

  • BRAZIULYTĖ Reda

    (Reda BRAZIULYTĖ – MBA, Faculty of Economics and Management, Vytautas Magnus University, Lithuania . Address: K. Donelaičio str. 58, LT-44248, Kaunas, Lithuania . Phone: +37067324951.)

Abstract

Augmented reality is considered to be one of the fastest growing and most promising trends in marketing. This paper analyses the use of augmented reality for advertising purposes by integrating augmented reality into product packaging. There are solutions for the application of augmented reality in product packaging around the world, but in Lithuania, the application of augmented reality in product packaging is still rare. Research problem is formulated as the question: what are the challenges and development opportunities for the application of augmented reality in product packaging? Expert opinion and the results of a customer survey, which show at which stages of the AIDA model using augmented reality in product packaging could be effective, are presented in this article.

Suggested Citation

  • KYGUOLIENĖ Asta & BRAZIULYTĖ Reda, 2022. "Application of Augmented Reality in Product Packaging: Challenges and Development Opportunities," Management of Organizations: Systematic Research, Sciendo, vol. 88(1), pages 85-100, December.
    • Handle: RePEc:vrs:morgsr:v:88:y:2022:i:1:p:85-100:n:3
    DOI: 10.2478/mosr-2022-0014
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/mosr-2022-0014
    Download Restriction: no
    File URL: https://libkey.io/10.2478/mosr-2022-0014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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:vrs:morgsr:v:88:y:2022:i:1:p:85-100:n:3. 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: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    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.