Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour

This study explores the effect of augmented reality on consumer responses. The study uses interactive technologies such as interactive screens and smart device apps. The study has found that augmented reality differs from other forms of interactive media. Augmented reality has a low connectivity which relates to a low social-interactive engagement. However, augmented reality does have the ease of mobility and location-specificity, which relates to a more unique customer experience.

Publication: 
Elsevier
Author: 
Ana Javornick
Document Type: 
Research
Paywall: 
Free
Description: 
Learn about the different ways in which consumers engage with various interactive mediums including augmented reality and standard mobile apps.
Meta Title: 
Augmented Reality and Consumer Behavior Research Paper

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