Investigating interactive marketing technologies - adoption of augmented/virtual reality in the Indian context
by Sujo Thomas
International Journal of Business Competition and Growth (IJBCG), Vol. 7, No. 3, 2021

Abstract: With the rapid technological advancements and growing competitiveness in the market, organisations have started marketing interactive technologies such as augmented reality (AR) and virtual reality (VR) to have a competitive edge. The constant growth of online shopping and digitalisation coupled with growth of interactive technologies enables the consumer to try-on the product virtually thereby improving the online shopping experience. The focus of this study is to investigate the consumer awareness, consumer adoption and the determinants of consumer adoption of AR/VR technologies in the Indian context. The four dimensions that emerged of this study points towards the technology adoption perspective of business owners/entrepreneurs were: a) technology benchmarks; b) technology barriers; c) technology implementation; d) technology applicability. This study would provide insights regarding the AR/VR technology adoption levels of entrepreneurs engaged in various business sectors and challenges associated with the same which would be beneficial to marketers while designing online marketing strategies.

Online publication date: Thu, 15-Jul-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Competition and Growth (IJBCG):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com