Title: Use of augmented reality tools in marketing communication with the audience

Authors: Jelena Salkovska; Anda Batraga; Liene Kaibe; Henrijs Kalkis; Katrina Kellerte; Laura Minskere

Addresses: Faculty of Business, Management and Economics, University of Latvia, Aspazijas Blvd. 5, Riga, LV-1050, Latvia ' Faculty of Business, Management and Economics, University of Latvia, Aspazijas Blvd. 5, Riga, LV-1050, Latvia ' Faculty of Business, Management and Economics, University of Latvia, Aspazijas Blvd. 5, Riga, LV-1050, Latvia ' Faculty of Business, Management and Economics, University of Latvia, Aspazijas Blvd. 5, Riga, LV-1050, Latvia ' Faculty of Business, Management and Economics, University of Latvia, Aspazijas Blvd. 5, Riga, LV-1050, Latvia ' Faculty of Business, Management and Economics, University of Latvia, Aspazijas Blvd. 5, Riga, LV-1050, Latvia

Abstract: The scientific problem of the paper is related to the need to improve corporate marketing communication by using innovative technologies to improve consumer experience in the purchase decision process and to reduce purchase risks. The use of augmented reality is one of the innovative marketing communication technologies. So far, the impact of the use of this technology on the consumer experience in the purchase decision process has not been sufficiently explored in both qualitative and quantitative aspects, and no statistical data on the use of augmented reality in marketing communication are available. However, the use of augmented reality became an important milestone during the COVID-19 pandemic, so the aim of this study is to assess the role of augmented reality tools in the purchase decision process and to develop proposals to improve the use of augmented reality tools in corporate marketing. The research hypothesis has been confirmed and it has been concluded that the use of augmented reality in marketing communication enhances the consumer experience in the purchase decision process.

Keywords: augmented reality; marketing communication; purchase decision; consumer experience.

DOI: 10.1504/IJLC.2024.140891

International Journal of Learning and Change, 2024 Vol.16 No.5, pp.473 - 485

Received: 14 Aug 2023
Accepted: 07 Dec 2023
Published online: 03 Sep 2024 *

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