Experiential value of the augmented reality experience in business-to-business marketing: a stakeholder approach

Purpose This study aims to offer a better understanding of the experiential value of augmented reality (AR) experiences in business-to-business (B2B) marketing and its context-specific dimensions. Design/methodology/approach The present research uses a stakeholder approach to offer a holistic vision of the experiential value of AR in B2B. Semi-structured interviews were conducted with 15 stakeholders (buyers, sellers with AR and AR providers) coming from various sectors. Findings The results suggest eight different dimensions of the experiential value of AR in B2B marketing. The research highlights the importance of considering the various components of the AR experiential value in B2B, by going beyond the cognitive dimension of the experience to design an experience that fosters affective, social and even sensorial responses. Practical implications This study provides key insights to help companies develop more efficient AR experiences by considering the comprehensive value of these experiences and aligning them with diverse goals. Additionally, it emphasizes how these experiences can be leveraged to foster deeper relationships between sellers and buyers through shared interactions, and highlights the key role of affective and sensorial responses. Originality/value This study is one of the first to empirically examine AR experiences on their own in a B2B setting. It contributes to the existing literature on the use of AR in B2B interactions by emphasizing its specific experiential values.