We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

By Joachim Scholz, K. Duffy. Journal of Retailing and Consumer Services, 2018

312 citations recorded by the source corpus.

Abstract Augmented reality (AR) has the potential to reshape the mobile shopping experience and create more meaningful consumer-brand relationships. Yet, the broader experiential and brand-related impact of AR remains unclear, as much existing research adopts an app-centric perspective focused on consumers’ motivations for and reactions to using AR applications. The current article takes a more holistic approach to examine what consumer-brand relationships can be facilitated through augmented reality. Through an ethnographic study of how consumers use Sephora's mobile AR shopping app in their own homes, we find that a close and intimate (rather than transactional) relationship can emerge due to how the branded AR app is incorporated into consumers’ intimate space and their sense of self. This study thus broadens the focus of AR research from the immediate physical context into which virtual information is embedded, to the wider spatial-symbolic context of where consumers use AR apps, as well as to the inner context of how self-augmentations are integrated into consumers’ self-concepts.

Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/a7d1e28e2c48b8a76176fee569b3ef57718fd7fe

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Bernd H. Schmitt
2. Venkatesh Shankar
3. Wayne D. Hoyer
4. Darwin A. Guevarra
5. Ryan T. Howell

In Sociology and Political Science

1. Bernd H. Schmitt
2. Venkatesh Shankar
3. Wayne D. Hoyer
4. Ryan T. Howell
5. Darwin A. Guevarra

In Human-Computer Interaction

1. Bernd H. Schmitt
2. Venkatesh Shankar

Citations in the corpus

• What is XR? Towards a Framework for Augmented and Virtual Reality (2022, unknown): “…(Schein & Rauschnabel, 2021), marketing (Chylinski et al., 2020; Hilken et al., 2017, 2020; Heller et al., 2019a, 2019b; Tan et al., 2021; Hoffman et al., 2022; Scholz & Duffy, 2018; Rauschnabel et al., 2022), service management (Heller et al., 2021), and architecture (Lin & Hsu, 2017).”
• The influence of flow experience in the augmented reality context on psychological ownership (2021, background): “…attachment to a brand stimulates consumers to input resources and commit to the specific brand (Thomson et al. 2005), which allows these consumers to have more knowledge and create positive perceptions via engaging activities, such as trialing products and colors on AR (Scholz and Duffy 2018).”
• Transforming the Customer Experience through New Technologies (2020, background): “This technology can improve their knowledge of products (Yim et al., 2017) and increase their curiosity, enjoyment, and fun when trying out new products (Beck & Crié, 2018; Hilken et al., 2017; Scholz & Duffy, 2018).”