Abstract: Augmented Reality is recognized as the newest clever breakthrough in marketing and is used to promote a variety of goods and services. Through the use of this technology, businesses and brands interact with their target market to learn everything about their current and potential customers’ expectations. However, important elements are associated with the development of augmented reality technology. The objective of this article is to scientifically evaluate the usefulness of virtual reality techniques in digital marketing. The study concentrated on a variety of variables, including those that influence consumers’ desire to make a purchase, such as the degree to which a system is interactive, instructive, and congruent with reality. The quantitative methodology used in this study. Random sampling methodology is used in a survey method to gather data. The partially least-squares Structured Equation Modeling (PLS-SEM) method will also be used to evaluate and confirm any proposed causal links between the latent variables. Direct marketing and system quality were shown to be correlated, and the significance value (sig) was found to be less than 0.05. The conclusion confirms the assumption that interactivity has no significant and positive impact on digital marketing but, system quality, product informativeness, and reality congruence have a large and advantageous effect on digital marketing. Empirical findings suggest that using augmented reality technologies is one of the greatest digital marketing ways to engage customers in interactive experiences and provide them with quality goods and services.
Keywords: Augmented reality, digital marketing, customer experience, AR marketing activities
DOI: 10.3233/WEB-230262
Journal: Web Intelligence, vol. Pre-press, no. Pre-press, pp. 1-12, 2024
