Augmented Reality, the future of marketing? : A qualitative study investigating consumers’ perceptions of Augmented Reality Marketing within the context of High Involvement Products

Eskengren, Eveline; Hultin, Elin

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Augmented Reality, the future of marketing?: A qualitative study investigating consumers’ perceptions of Augmented Reality Marketing within the context of High Involvement Products

Eskengren, Eveline

Hultin, Elin

2022 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis

Place, publisher, year, edition, pages

2022.

Keywords [en]

“Augmented Reality” (AR), “Augmented Reality Marketing” (ARM), High Involvement Products, Digital Marketing, Consumer Perceptions, High Involvement Product Purchases

National Category

Business Administration

Identifiers

URN: urn:nbn:se:hj:diva-56745ISRN: JU-IHH-FÖA-2-20221651OAI: oai:DiVA.org:hj-56745DiVA, id: diva2:1663957

Examiners

JANSSON, ANDREAS

Available from: 2022-07-01 Created: 2022-06-03 Last updated: 2025-10-13Bibliographically approved

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Augmented Reality Marketing(6150 kB)

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Business Administration

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