Individual Assignment Marketing- Technology

Individual Assignment Marketing- Technology
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Individual Assignment Marketing- Technology
For this assignment, I will analyze the journal by Tan, Chandukala, and Reddy (2022), "Augmented Reality in Retail and Its Impact on Sales.” With the emergence of augmented reality (AR) technology, marketers now have exciting new ways to engage consumers and improve their brand experience. Despite the fact that businesses are eager to invest in augmented reality, there is no evidence of its influence in real-world settings. This study compiles peer-reviewed journal publications on virtual reality in retail contexts in order to determine the current focus of academic research in this emerging field and to establish a conceptual framework that will serve as the foundation for future research (Tan et al., 2022). A thematic analysis was performed on 76 publications published between 1997 and 2020 that were found via a systematic search of high-quality peer-reviewed papers. Essentially, AR adoption-based variables with technological acceptance models, AR interaction design and attributes that affect consumer behavior, and AR retail experience and value theory arose as the three significant study lines and theoretical underpinnings from the research. The resulting theoretical model underlines the operational and experiential aspects required for a successful consumer AR experience and may be used by shops looking to engage customers with augmented shopping and render AR applications commercially feasible.
My opinion is that the writers did an outstanding job of describing what augmented reality is, how it can be used, why businesses should adopt it, and the potential drawbacks of using it. The writers were also able to identify the potential benefits of introducing augmented reality into a company's operations and how this application may be utilized to increase sales as a result of a detailed study of current literature and substantial secondary research. Augmented reality (AR) is a technology that overlays virtual goods over a real-time image of actual locales, letting customers view how these products may fit into their physical surroundings, according to their rationale. From the standpoint of the retail industry, one potential use of AR is to aid product assessment by allowing buyers to virtually try out things before purchasing (Cruz et al., 2019). Although research has highlighted the value of direct product interactions in helping consumers learn about product advantages and evaluate product fit, providing direct product experiences, particularly in online shopping, maybe a practical problem (Tan et al., 2022). The development of augmented reality (AR) has allowed customers to visually experience things in the absence of tangible objects, therefore moderating expectations and building buyer confidence. Understanding the income potential of AR is critical for justifying investments in this new technology. However, the effect of augmented reality on physical product sales remains unclear. AR might minimize product fit uncertainty, resulting in more outstanding sales, by assisting buyers in seeing objects in their consuming settings. AR, on the other hand, may deter sales if it c...