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About Services, 44, Pp. 11-23. (Doi:: 10.1016/j.jretconser.2018.05.004
Augmented reality (AR) has the potential to foster intimate consumer-brand relationships, but existing research on AR marketing focuses mainly on consumers' reactions to using AR apps rather than the relationships facilitated by AR. This study uses ethnographic methods to examine how consumers experience and incorporate a beauty retailer's AR shopping app into their lives at home. The findings show that the app allows the brand to enter consumers' private spaces and form intimate relationships as consumers get to know themselves through embodied interactions with the AR features of the app. However, these relationships are also challenged by imperfections in the AR experience. This study broadens the understanding of how AR can reshape mobile marketing and consumer-brand relationships.
Detailed Information
| Author: | ['ekta choudhary'] |
|---|---|
| Publication Year: | 2021 |
| Pages: | 54 |
| Language: | English |
| Format: | |
| Price: | FREE |
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