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Academic Journal of Information Technology, 2019-01, Vol.10 (39), p.87
Ort / Verlag
Istanbul: AJIT - e: Online Academic Journal of Information Technology
Erscheinungsjahr
2019
Link zum Volltext
Quelle
EZB Electronic Journals Library
Beschreibungen/Notizen
As in many other fields, the development of technology makes significant contributions to the development of marketing activities. Traditional communication tools, which have been used predominantly in the field of marketing until recently, are increasingly being replaced by digital media with the widespread use of internet throughout the world. Augmented reality is a new technology that can remedy the inadequacy of customer experience in digital environments. The aim of this study is to give information about the place and importance of augmented reality technology in marketing. In this respect, a comprehensive literature review has been conducted and the contributions of this technology to innovative marketing activities in various sectors, some marketing applications it has been used and the adversities related to this technology have been mentioned. In addition, the studies in the literature, which focus on augmented reality in marketing, are presented in a summary table.