We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

Image of hand holding a mobile phone

This article examines the relationship between brand and consumer relationships and how they can be facilitated through augmented reality. In particular this study focuses on the use of Sephora's mobile augmented reality app by consumers. This study also looks at the integration of self-augmentation and consumers' self-concepts. The study also looks at where consumers use augmented reality apps. This study suggests that augmented reality apps need to be user-friendly, but not perfect, in order to be successful. Also, it has been found in this study that having fun with apps is more important to consumers than final purchase decisions.

Joachim Scholz & Katherine Duffy
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