The role of augmented reality as an experience provider in retail marketing

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dc.contributor.authorBayrak Meydanoğlu, Ela Sibel
dc.contributor.authorBöhm, Stephan
dc.contributor.authorKlein, Müge
dc.contributor.authorÖztürk, Rıza
dc.date.accessioned2024-06-26T12:15:15Z
dc.date.available2024-06-26T12:15:15Z
dc.date.issued2020
dc.departmentTAÜ, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.description.abstractAs a result of the growing importance of both experience economy and digital transformation in today’s business environment, businesses tend to create pleasant and unique experiences for their customers. To realize this, new information technologies like Augmented Reality (AR) are used in retail marketing. This study investigates what kind of consumer experiences retailers can generate by using AR technology and how these experiences provide benefit for retailers. AR technology can generate pleasant sensory, affective, and relational experiences. It can support the buying decision of customers by product and service demonstrations, personalized pre-purchase offerings, and virtual trials. Moreover, it can generate a word-of-mouth effect and contribute to increasing customer satisfaction.
dc.identifier.citationBayrak Meydanoğlu, Ela S., Böhm, S., Klein, M., Öztürk, R. (2020). The role of augmented reality as an experience provider in retail marketing. Digital Transformation in Business (theory/experience) içerisinde 15-32. Peter Lang.
dc.identifier.endpage32en_US
dc.identifier.startpage15en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12846/1323
dc.language.isoen
dc.publisherPeter Lang
dc.relation.ispartofDigital Transformation in Business (theory/experience)
dc.relation.publicationcategoryKitap Bölümü - Ulusal
dc.rightsinfo:eu-repo/semantics/restrictedAccess
dc.titleThe role of augmented reality as an experience provider in retail marketing
dc.typeBook Part

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