The Impact of Augmented Reality Advertisement on Customer Engagement in the Era of Connnected Consumers

Background Of Augmented Reality (Ar)

In the era of the very connected consumers, the Augmented Realty (AR) in the advertisement is considered as the latest breakthrough technology. The AR is getting much attention for its extensive uses. Augmented Reality is a computer-assisted augmenting of perception by means of additional interactive information levels in real-time, such that the observer is immersed in the real and virtual world at the same time. Fundamentally, the AR is a combination of the virtual object and the real world that gives an opportunity to the audience to interact with this object in real-time (Vallio 1998). Moreover, it is an advanced concept of virtual reality (VR), in which the audience gets excess of the computer-based virtual environment. In addition, AR technologies work with interaction and integration with the real world with 3D technology in a virtual environment (Cascales et al., 2013; Mullen, 2011). AR is also described as the latest form of technology created on the sense of the integration, image, and clips of the real environment with the virtual environment through the 3D computer-based graphics and all the components measured by the computer (Etmeezi, 2010). By using the special system and methods AR technology merges the actual environment with the virtual environment. For example, during surgery using an augmented reality application, a surgeon can get all virtual information on areas of treatment (Nowfall, 2010). AR technology advanced step of the virtual reality with some variations, where with the support of the relevant application and graphical imposition audience experience the real world (Azuma, 1997). This creates a lot of interest, curiosity to the customers and can increase customer interest and involvement. Thus, the new form of technology and application AR considered to be the most buzzing concept in the advertisement industry.