Augmented reality marketing: A technology-enabled approach to situated customer experience

• Published in: Australasian marketing journal Vol. 28; no. 4; pp. 374 - 384
• Main Authors: Chylinski, Mathew, Heller, Jonas, Hilken, Tim, Keeling, Debbie Isobel, Mahr, Dominik, de Ruyter, Ko
• Format: Journal Article
• Language: English
• Published: London, England Elsevier Ltd 01.11.2020; SAGE Publications
• Subjects: Augmented reality; Marketing management; Marketing theory; Situated cognition; Situated cognition; Marketing theory; Marketing management; Augmented reality

•Augmented reality marketing (ARM) is a novel perspective.•It embeds and embodies marketing content in customers’ environments.•Its affordances integrate with digital marketing technologies.•The ARM affordances lead to customer experiences of situated cognition.•The ARM framework organises future re...