TY - GEN
T1 - The Use of Augmented Reality Tools in Marketing: Opportunities and Limitations in the Latvian Market
AU - Šalkovska, Jeļena
AU - Batraga, Anda
AU - Kaibe, Liene
AU - Minskere, Laura
AU - Kellerte, Katrīna
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
PY - 2024
Y1 - 2024
N2 - As augmented reality (AR) technology matures, the intrigue of digital marketers and researchers towards its potential grows in parallel. There is a growing need to understand how augmented reality can revolutionise the digital marketing sphere, enhancing both promotional ventures and consumer experiences. The objective of this research is to explore, evaluate, and analyse the prospects of integrating augmented reality in the digital marketing strategies of Latvian firms. This is based on theoretical understandings of AR's role in digital marketing, combined with insights from expert interviews. Research methods: To fulfil the research objectives, a descriptive analysis and expert interviews were conducted. Results: Augmented reality offers businesses multiple advantages, from innovative marketing techniques to entertainment-oriented customer engagements. Yet, in Latvia, the adoption of AR in marketing remains limited. Many companies express uncertainty regarding the incorporation of AR into their forthcoming digital marketing strategies, which is argued by marketing professionals with the cost of implementing AR technologies and also the luck of knowing how to implement AR.
AB - As augmented reality (AR) technology matures, the intrigue of digital marketers and researchers towards its potential grows in parallel. There is a growing need to understand how augmented reality can revolutionise the digital marketing sphere, enhancing both promotional ventures and consumer experiences. The objective of this research is to explore, evaluate, and analyse the prospects of integrating augmented reality in the digital marketing strategies of Latvian firms. This is based on theoretical understandings of AR's role in digital marketing, combined with insights from expert interviews. Research methods: To fulfil the research objectives, a descriptive analysis and expert interviews were conducted. Results: Augmented reality offers businesses multiple advantages, from innovative marketing techniques to entertainment-oriented customer engagements. Yet, in Latvia, the adoption of AR in marketing remains limited. Many companies express uncertainty regarding the incorporation of AR into their forthcoming digital marketing strategies, which is argued by marketing professionals with the cost of implementing AR technologies and also the luck of knowing how to implement AR.
KW - Augmented reality
KW - Consumer behaviour
KW - Consumer purchase decision-making process
KW - Marketing communication
UR - https://link.springer.com/chapter/10.1007/978-981-97-3562-4_4
UR - https://www.scopus.com/pages/publications/85206355089
U2 - 10.1007/978-981-97-3562-4_4
DO - 10.1007/978-981-97-3562-4_4
M3 - Conference paper
SN - 9789819735617
VL - 1014 LNNS
T3 - Lecture Notes in Networks and Systems
SP - 43
EP - 53
BT - Proceedings of 9th International Congress on Information and Communication Technology - ICICT 2024
A2 - Yang, Xin-She
A2 - Sherratt, Simon
A2 - Dey, Nilanjan
A2 - Joshi, Amit
PB - Springer
CY - Singapore
ER -