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Authors
Advisor(s)
Abstract(s)
The purpose of this study is to understand if a technology that is recently
available for the majority of the consumers, like Augmented Reality, can be an
interesting component in their buying process, and at the same time understand if this
technology can be used by the companies to effectively reach the customers.
Augmented Reality is a technology that mixes the real and virtual worlds
through proper devices and applications, generating augmented content that is not
possible to see without the devices, and it is recently being used by the companies in
campaigns and in different ways to promote their products and brands.
From conducting this study, it is possible to understand that the consumers are
open to embrace this new technology in their daily lives, and use them in their buying
process not only to have fun and entertainment, but also to get discount opportunities
before buying a product. It is also understandable that by using this technology to
promote products and create new campaigns, the companies can establish a strong
relation/connection with the customers by reaching them in different and original ways,
getting their attention and participation in specific campaigns.