The Integration of Augmented Reality: A New Paradigm Shift in Marketing Approach

Purpose: The emergence of Augmented Reality Marketing (ARM) has been fuelled by recent advancements in AR technology and its growing application in marketing strategies and practices. Despite an increasing body of literature on the subject, managers and researchers still struggle to clearly articulate how ARM creates valuable customer experiences that differentiate it from other marketing strategies. This paper defines ARM as a customer-facing interface integrating digital marketing technologies into real-world environments. Drawing on the "situated cognition" theories from social psychology, we identify a unique set of digital affordances offered by ARM that extend beyond traditional marketing channels. By applying key concepts from situated cognition theory, we develop a comprehensive framework for understanding and enhancing ARM experiences, providing a foundation for future research and practical applications.