Using Augmented and Virtual Reality to Offer Innovative Experiences in Marketing and Sales

Authors

    Nilofar Shahmohamadi Master's degree, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
    Amin Mohajer Sharghi Master's degree, Business Management Entrepreneurship Department, Alborz Campus, University of Tehran, Tehran, Iran
    Behzad Seify Doctorate of Business Administration, University of Tehran, Tehran, Iran
    Fatemeh Hamede * Master's degree, Department of Business Management, Payam Noor University, Garmsar, Iran fatemehamede136334@gmail.com
https://doi.org/10.61838/kman.jtesm.2.4.5

Keywords:

Augmented Reality, Virtual Reality, Marketing, Sales, Customer Experience, Customer Satisfaction, Customer Loyalty

Abstract

This study examines the impact of Augmented Reality (AR) and Virtual Reality (VR) technologies on marketing and sales. The aim is to identify and analyze how these technologies are utilized and their effect on customer experience and satisfaction. This qualitative research collected data through semi-structured interviews with 26 participants. Participants were selected from marketing managers, information technology specialists, and user experience designers. Data analysis was performed using qualitative content analysis techniques. The study revealed that the use of AR and VR in marketing and sales could lead to improved customer experiences, increased interaction and product understanding, and enhanced customer satisfaction and loyalty. Four main themes were identified, including "Marketing Strategies with Augmented Reality," "Implementation Technologies," "Impact on Customer Experience," and "Challenges and Opportunities." The use of AR and VR technologies holds significant potential for positive changes in marketing and sales. These technologies provide more meaningful interactions with customers and help companies optimize customer experience and increase their satisfaction and loyalty.

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Published

2023-12-22

Issue

Vol. 2 No. 4 (2023): Serial Number 6

Section

مقاله کیفی

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

Shahmohamadi, N., Mohajer Sharghi, A., Seify, B., & Hamede, F. (2023). Using Augmented and Virtual Reality to Offer Innovative Experiences in Marketing and Sales. Journal of Technology in Entrepreneurship and Strategic Management (JTESM), 2(4), 45-56. https://doi.org/10.61838/kman.jtesm.2.4.5

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