potential media impact of augmented reality (AR) on consumer behavior

potential media impact of augmented reality (AR) on consumer behavior

In the article, the author evaluates the potential media impact of augmented reality (AR) on consumer behavior. The AR is currently becoming an essential interactive technology within the environment of marketing, and it is increasingly used within the retail context as well as often developed within the smart device format in its application. It can overlay virtual elements’ physical environment such as images and information that has a physical environment interaction in real-time, provide new content possibilities to consumers.  AR technology helps the companies to integrate the virtual world with the real world, and empower the customers to see how something looks on them before adding it to their shopping cart. When the users can see how an item looks in their area or how some attire appear on them, they find content about the product and make decisions faster. Besides this, the Augmented Reality studies the shopping behavior of the users and provides a personalized experience to the users by recommending products. On the top of it, the AR technology (in fusion with Big data and Machine Learning) provides them with useful information about the product- material with which it is made, the discounts and offers associated, etc. This ultimately helps the companies offer an exceptional experience to the users.

The author proposes investigative research agenda on the consumer behaviors affiliated to the use of augmented reality (AR) in the marketing mediums, building on the previous knowledge regarding interactive technologies as well as how they impact consumer behavior. Interactive technologies have entirely transformed the engaging ways of consumers towards brand and shopping activities. The most significant change since web 2.0, as well as web 3.0 evolution, is the increasing participation in the online community. A decade ago, the idea of Augmented Reality being used commercially was virtually non-existent. Fast forward to the new realm; games like Pokémon GO are keeping people on their toes, providing engaging experiences that redefine user perceptions. That’s not all, AR penetrated the social sphere as well, with Snapchat becoming the first social app to use the tech and superimpose simple graphics on the user’s face. The trend is catching on, and there’s no doubt that AR is the next-big-thing in app development. The booming e-commerce industry has attracted a large number of consumers for online shopping, which is further predicted to ensure the augmented reality growth within the retail market in the next few years. The increasing adoption of connected devices is another major factor that is estimated to ensure the growth of the overall market in the coming years. Online shopping sounds an ideal and lucrative market segment for retailers; however, customers tend to be skeptical about purchasing a product that they have no interaction with. Augmented reality has a solution to such a prevailing challenge through ensuring the users have tangible experience which combines two spaces.

The augmented reality, as well as virtual reality, is retail industries, is projected to rise higher. Having such a massive potential market, retail businesses ought to look forward and adopt the technologies. In the future, the demand would end up being substantial since most companies will be aiming at increasing as well as growing their financial prospects. The VR and AR implementation in retail industries where consumers can easily access the services not only improves the shopping experience but also reduces the cost, as well as offering immersive consumer engaging experience. Do you know who does not like online business and shopping? Online is the best way to buy everything in the easiest way. It also makes time efficiency. Augmented reality (AR ) is a superb way to integrate the virtual world with the real world and help you to know how something looks on them after AR effects. A consumer can quickly visualize for particular things with a specialty. Augmented reality extremely helps to personalize experience & make better with their multi-function. The rise in the penetration of smartphones across the globe, particularly in emerging economies, is expected to drive the augmented reality in the retail market in the next few years. Innovation in this field is considered to offer potential opportunities for the market players, thus supporting its growth in the next few years. The global market for augmented reality in retail is expected to gain traction in the coming years with the rising investments for development. This is likely to support market growth and further register a promising growth rate in the next few years.

In conclusion, augmented reality tends to deal with the alteration of the real-world perception of the environment. Consumers can utilize advanced AR technology to acquire present information around the world as a result of being subjected to digital manipulation and interaction. What the consumer needs is to visualize the product information in online platforms that can overlay virtual elements physical environment such as images and information that has a physical environment interaction in a real-time

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