Augmented Reality in Marketing
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F23%3A43969858" target="_blank" >RIV/49777513:23510/23:43969858 - isvavai.cz</a>
Result on the web
<a href="https://fpm.euba.sk/www_write/files/veda-vyskum/ekonomika-a-manazment/EaM_1_2023.pdf" target="_blank" >https://fpm.euba.sk/www_write/files/veda-vyskum/ekonomika-a-manazment/EaM_1_2023.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Augmented Reality in Marketing
Original language description
Digitalization, digital transformation, Industry 4.0, the Fourth Industrial Revolution – any of these terms carry along with them the possibility or necessity to apply digital technologies to the current form of business, the world and life. Augmented reality is one of these digital technologies. Augmented reality offers broad applications within both business and society. The aim of this paper is to systematically analyse the use of augmented reality in the context of marketing and find answers to the established research questions. For these purposes, a bibliometric study of publications listed in the Web of Science database was conducted. Using the Pareto principle, an analysis of abstracts in papers that obtained 80% of the total times cited was performed. The results are summarized and presented in a structured manner according to the types of immersion and marketing purposes. After a discussion of the findings, directions for future research activities in this field are suggested. The completed research shows an increasing interest in the area in question and suggests that AR has earned a strong place in marketing, either in the field of tourism and cultural heritage or in the area of positively influencing consumer purchasing behaviour.
Czech name
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Czech description
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Classification
Type
J<sub>ost</sub> - Miscellaneous article in a specialist periodical
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
EKONOMIKA A MANAŽMENT
ISSN
2454-1028
e-ISSN
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Volume of the periodical
20
Issue of the periodical within the volume
1
Country of publishing house
SK - SLOVAKIA
Number of pages
15
Pages from-to
9-23
UT code for WoS article
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EID of the result in the Scopus database
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