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Augmented Reality: An Upcoming Digital Marketing Tool in India

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Advances in Interdisciplinary Research in Engineering and Business Management

Part of the book series: Asset Analytics ((ASAN))

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Abstract

Augmented reality (AR) is a technology that syndicates virtual objects with actual world enabling real-time interaction with virtual objects. AR is an upcoming technology in India which is now widely used by the marketers to attract customers. This research paper will examine the present uses of AR technology as a digital marketing tool in India along with the future scope of this technology. Based on secondary data, this paper will also examine the challenges faced by digital marketers in India to use AR technology. The aim of this paper is also to provide awareness about uses of AR in marketing.

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Acknowledgements

The authors would like to give special thanks to Amity University faculties for their help and support in writing this paper.

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Authors and Affiliations

  1. Amity University, Noida, Uttar Pradesh, India

    Himanshu Matta & Ruchika Gupta

Authors
  1. Himanshu Matta
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  2. Ruchika Gupta
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Corresponding author

Correspondence to Himanshu Matta .

Editor information

Editors and Affiliations

  1. Amity Center for Interdisciplinary Research, Amity University, Noida, Uttar Pradesh, India

    P. K. Kapur

  2. Group VC Amity International Business School, Amity University, Noida, Uttar Pradesh, India

    Gurinder Singh

  3. Department of Operational Research, University of Delhi, New Delhi, Delhi, India

    Saurabh Panwar

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Matta, H., Gupta, R. (2021). Augmented Reality: An Upcoming Digital Marketing Tool in India. In: Kapur, P.K., Singh, G., Panwar, S. (eds) Advances in Interdisciplinary Research in Engineering and Business Management. Asset Analytics. Springer, Singapore. https://doi.org/10.1007/978-981-16-0037-1_3

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