Università della Svizzera italiana Faculty of Communication Sciences ./index.htm

IMCAs PhD candidate Ana Javornik has published an article on Harvard Business Review with insights for marketers on Augmented Reality (AR)

Drawing on her doctoral studies, Ana and her colleagues from the University College London Interaction Centre suggest that the value of Augmented Reality for marketing purposes depends on when to include AR into the consumer journey: when the AR app was integrated in a familiar retail setting as a part of the shopping experience, people not only thought highly of the technology, but they also positively related to the products. They were more likely to buy them and view the app as a convenient tool for shopping, not just for playing around.
Have a read on: https://hbr.org/2016/04/what-marketers-need-to-understand-about-augmented-reality

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