Users’ awareness of augmented reality technology in mobile applications

Augmented reality (AR) is becoming an increasingly popular technology, used in many fields. Particular prospects for its development are inherent in the dissemination of AR-based applications on widely used mobile devices. To guide the emerging research in this field, the level of knowledge of AR technology among potential consumers needs to be identified. The aim of this study was to determine the level of awareness of AR in mobile applications among their potential users, attempting to determine whether it is possible to define the profile of a user characterized by a greater level of knowledge of AR. Statistical analysis of … Czytaj więcej »

Will the use of virtual reality lead to a revolution in marketing communication?

A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message, using new technologies will be a key element of effective marketing communication. There is a growing interest in the use of virtual and augmented reality on the market.
The aim of the work is to analyze the possibilities of using innovative tools, based on virtual and augmented reality in marketing communication. The source basis of the study is available literature on the subject, secondary sources, own analyzes and research and studies carried out by foreign research institutes.

The … Czytaj więcej »