AR and VR as a Shaping Trend in Consumer Behaviour
Keywords:Augmented Reality, Virtual Reality, Consumer Behaviour, Marketing Communication
Augmented Reality (AR) and Virtual Reality (VR) have been on the rise in recent years. These technologies have had a great impact on the marketing field and, especially, consumer behaviour. This paper examines the potential and influence of AR and VR as a shaping trend in consumer behaviour, including their usage across various industries and their impact on consumer engagement, purchasing experience and decision-making. We are discovering the challenges that are occurring with the adoption of AR and VR in marketing and retail, such as the need for innovation, privacy concerns, and potential ethical issues. Opportunities that those technologies bring with their adoption are also researched, including personalized shopping experiences, interactive advertising or virtual showrooms. The importance of the consumer perspective on the topic and the way marketers understand this perspective are also highlighted. This way, we provide information not only from the marketers' point of view but also, from the consumers` one, including challenges and obstacles they may face while interacting with selected technologies. At the end of the article, we suggest ways how companies may implement AR and VR in their marketing strategy, which in turn would provide them with the value they can give to their customers as well as an enhanced brand image on the market. Suggested ways may also be used as a starting point for further research, where a complex model of implementation would be created. The main goal of the article is to provide readers with information that brings a comprehensive understanding of the role AR and VR have in modern marketing, how it is shaping consumer behaviour, and how big and small businesses can use those technologies to stay competitive in an ever-changing environment. The article is based on theoretical research from trustworthy sources, both printed and digital, including statistical information from external sources.
Copyright (c) 2023 Andrii Kushnarevych, Daniela Kollárová
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