What is augmented reality marketing? Its definition, complexity, and future

Barry J. Babin, Ph.D. (LSU), is Morris Lewis Professor and Chair of Marketing at the Ole Miss Business School and Executive Director of the Academy of Marketing Science® (www.ams-web.org). He has authored many professional publications with research appearing in the International Journal of Wine Business Research, Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Business Research (JBR), Journal of Consumer Research, International Journal of Research in Marketing, and many others. His research emphasis areas include wine marketing, marketing analytics, and designing effective retail experiences. He served as Marketing Section Editor for JBR for over 15 years and has won outstanding reviewer awards from multiple journals. He is coauthor of several leading books including CB: A Consumer Value Framework, Multivariate Data Analysis, and Exploring Marketing Research.

M. Claudia tom Dieck is a research fellow at the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University. She is the Program Chair of the annual International Augmented and Virtual Reality Conference. Her research interests include immersive technologies in the creative industries. She has published in journals such as Journal of Travel Research, Tourism Management, Information & Management, and Journal of Business Research.

Nina Krey is an Assistant Professor of Marketing at the Rohrer College of Business at Rowan University. Her research interests include contemporary issues related to immersive technologies, value-added consumption experiences, and consumers’ perceptual versus cognitive responses to sensory stimulation across different environments. Her work primarily incorporates multi-method research approaches. Her research has been published in Journal of Business Research, Journal of Advertising, Journal of Travel Research, Computers in Human Behavior, Internet Research, and Journal of Product & Brand Management, among others.

Timothy Jung is Professor of XR and Founder and Director of the Creative AR & VR Hub and Knowledge Platform Lead for Digital Transformation at Manchester Metropolitan University. His research interests include AI, Big Data, IoT and 5G powered immersive technology innovation for well-being and quality of life. He is conference chair of the annual International Augmented and Virtual Reality Conference and president of the International Association of Immersive Technology Innovation (IAITI).