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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

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

  • Czech description

Classification

  • Type

    J<sub>ost</sub> - Miscellaneous article in a specialist periodical

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • 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

  • 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

  • EID of the result in the Scopus database