Augmented Reality in Marketing

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Augmented Reality in Marketing

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Augmented Reality in Marketing

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

EKONOMIKA A MANAŽMENT

ISSN

2454-1028

e-ISSN

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Svazek periodika

20

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

15

Strana od-do

9-23

Kód UT WoS článku

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EID výsledku v databázi Scopus

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