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A 2020s Marketing Taxonomy for Augmented Reality Customer Experience

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Transdisciplinarity

Part of the book series: Integrated Science ((IS,volume 5))

Summary

Metaverse, Virtual, mixed, and augmented reality (AR) applications are already inspiring marketers to engage customers in new types of experiences. Technology-based AR and marketing-based online customer experience literature have been widely disconnected. Plenty of taxonomies for AR applications exist mainly from a technology standpoint. This chapter proposes a theoretical novel taxonomy for AR applications from a marketing and customer experience angle suitable for the 2020s. The author summarizes earlier relevant studies through a comprehensive literature review. The author proposes an AR taxonomy based on the level of immersion in the AR environment (spatial presence) and the type of buying situations. The author suggests four main types of AR experience with marketing strategies and managerial implications for each.

Functional classification of AR environment.

(Adapted from [13], https://blog.hubspot.com/marketing/augmented-reality-examples, Accessed: 9 July 2020).

The code of this chapter is 01000101 01111000 01110100 01100101 01101110 01100100 01100101 01100100 00100000 01110010 01100101 01100001 01101100 01101001 01110100 01111001.

One of the areas where consumers adopt something new is when it makes something drastically easier. When I think about augmented reality I think about instances like finding your way somewhere, finding your friends in a stadium, or going to a conference and looking around and knowing who everyone is because their LinkedIn profile is hanging over their heads.

Belsky (2018)

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Authors and Affiliations

  1. Ancell School of Business, Western Connecticut State University, Danbury, CT, USA

    Emad AbouElgheit

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  1. Emad AbouElgheit
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Correspondence to Emad AbouElgheit .

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  1. Universal Scientific Education and Research Network (USERN), Stockholm, Sweden

    Nima Rezaei

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AbouElgheit, E. (2022). A 2020s Marketing Taxonomy for Augmented Reality Customer Experience. In: Rezaei, N. (eds) Transdisciplinarity. Integrated Science, vol 5. Springer, Cham. https://doi.org/10.1007/978-3-030-94651-7_13

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