Title: Investigating interactive marketing technologies - adoption of augmented/virtual reality in the Indian context

Authors: Sujo Thomas

Addresses: Amrut Mody School of Management, East Campus, Navrangpura, Ahmedabad University, Ahmedabad, Gujarat, India

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.

Keywords: augmented reality; virtual reality; interactive technology; consumer awareness; consumer adoption; India.

DOI: 10.1504/IJBCG.2021.116266

International Journal of Business Competition and Growth, 2021 Vol.7 No.3, pp.214 - 230

Received: 08 Jul 2020
Accepted: 29 Sep 2020

Published online: 05 Jul 2021 *

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