The Influence of Augmented Reality Technology on Integrated Business Communications

EasyChair Preprint 8454

Abstract

Over the last decades, the advancement and expansion of creative digital technology tools have contributed to the development and flourishing of the Augmented Reality Technology environment. Technological innovations have created an opportunity for marketers to apply them effectively in the process of communication and information, providing an exciting and amazing user experience. Augmented Reality technologies are a very attractive with incredible potential that emphasizes the importance of virtual interaction in the implementation of marketing and business communication. As a technological system that transmits computer-generated information to a real-time environment and evolve more and more, there is a tendency of their increasingly dominant influence on the marketing and business of companies. This trend leads to the research of an increasing number of scientific studies that explain the current and potential state of AR technologies in business and marketing communication. The aim of this study is to use meta-analysis to highlight the most credible and high-quality studies in the field of AR technologies and integrated business communications. So, the idea is to present the concept and nature of integrated business communications in a quality and concise way through understanding the impact of AR technologies.

Keyphrases: Augmented Reality, Integrated communications, marketing communication

@booklet{EasyChair:8454,
  author    = {Teodora Lukić and Milica Kostić-Stanković and Marija Jović},
  title     = {The Influence of Augmented Reality Technology on Integrated Business Communications},
  howpublished = {EasyChair Preprint 8454},
  year      = {EasyChair, 2022}}