Exploring the role of Augmented Reality on favourable Marketing Outcomes

  • McLean, Graeme (Principal Investigator)
  • Barhorst, Jennifer (Principal Investigator)
  • Mack, Rhonda (Academic)
  • Shah, Esta (Academic)
  • Mac, Rhonda (Academic)

Project: Research

Description

This research takes a holistic approach to exploring the application of Augmented Reality (AR) within Marketing. Through the facilitating role of the mobile device, AR has emerged as a unique and vivid means of interacting with consumers. AR provides marketers the opportunity to link the 'real world' with the 'virtual world'. This project explores the use of Augmented Reality in achieving favourable marketing outcomes. The project extends our theoretical and practical understanding of how AR technology can be applied in the marketing domain.

Funded by the College of Charleston
Short titleExploring Augmented Reality
AcronymAR
StatusActive
Effective start/end date1/10/1831/01/20

Keywords

  • Augmented Reality