Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience

The objective of this article is to describe the impact that interactive technologies such as "augmented reality (AR) and Metaverse" would have on marketing, in the retail sector, and mainly on the consumer experience. Based on a detailed documentary review, mainly classified by different authors and expert researchers, we will address the initial theoretical foundations, the implications, characteristics, and typologies of each of them, and at the same time, how they are breaking into an increasingly digital environment. There is still a certain lack of knowledge regarding their use and meaning; however, according to surveys conducted, more people know about them than do not know about them. It is also considered a breakthrough in terms of technological development, which will change the way the user can interact with brands, and these in turn, with their customers, and that this will result in benefits for these.

• Autores: Osorio Mass, Roberto Carlos; Herazo Hoyos, César Augusto; Meléndrez Lázar, Iván Darío; Acosta López, José Fernando; Zuñiga Pérez, Luis Manuel; Restrepo Jiménez, Luis Carlos
• Tipo de recurso: Article of journal
• Fecha de publicación: 2024
• Institución: Universidad Cooperativa de Colombia
• Repositorio: Repositorio UCC
• Idioma: eng
• OAI Identifier: oai:repository.ucc.edu.co:20.500.12494/56512
• Acceso en línea: https://hdl.handle.net/20.500.12494/56512
• Palabra clave: Augmented reality; Metaverse; Consumer experience
• Rights: openAccess
• License: http://creativecommons.org/licenses/by/4.0/