Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura
Este estudio presenta una revisión sistemática de la literatura enfocada en la aplicación de la realidad aumentada en el ámbito del marketing con el propósito de caracterizar la bibliografía existente y consolidar un conjunto de variables provenientes de diferentes investigaciones que evidencian las...
- Autores:
-
Velosa Lozano, Diego Felipe
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2024
- Institución:
- Universidad Autónoma de Occidente
- Repositorio:
- RED: Repositorio Educativo Digital UAO
- Idioma:
- spa
- OAI Identifier:
- oai:red.uao.edu.co:10614/15959
- Acceso en línea:
- https://hdl.handle.net/10614/15959
https://red.uao.edu.co/
- Palabra clave:
- Mercadeo y Negocios Internacionales
Realidad aumentada
Marketing digital
Experiencia inmersiva
Interactividad
Intención de compra
Lealtad de marca
Augmented reality
Digital marketing
Iimmersive experience
Interactivity
Purchase intention
Brand loyalty
- Rights
- openAccess
- License
- Derechos reservados - Universidad Autónoma de Occidente, 2024
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Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura |
| title |
Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura |
| spellingShingle |
Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura Mercadeo y Negocios Internacionales Realidad aumentada Marketing digital Experiencia inmersiva Interactividad Intención de compra Lealtad de marca Augmented reality Digital marketing Iimmersive experience Interactivity Purchase intention Brand loyalty |
| title_short |
Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura |
| title_full |
Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura |
| title_fullStr |
Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura |
| title_full_unstemmed |
Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura |
| title_sort |
Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura |
| dc.creator.fl_str_mv |
Velosa Lozano, Diego Felipe |
| dc.contributor.advisor.none.fl_str_mv |
Caicedo Marulanda, Carolina |
| dc.contributor.author.none.fl_str_mv |
Velosa Lozano, Diego Felipe |
| dc.contributor.corporatename.spa.fl_str_mv |
Universidad Autónoma de Occidente |
| dc.contributor.jury.none.fl_str_mv |
López Ospina, Carlos Andrés |
| dc.subject.proposal.spa.fl_str_mv |
Mercadeo y Negocios Internacionales Realidad aumentada Marketing digital Experiencia inmersiva Interactividad Intención de compra Lealtad de marca |
| topic |
Mercadeo y Negocios Internacionales Realidad aumentada Marketing digital Experiencia inmersiva Interactividad Intención de compra Lealtad de marca Augmented reality Digital marketing Iimmersive experience Interactivity Purchase intention Brand loyalty |
| dc.subject.proposal.eng.fl_str_mv |
Augmented reality Digital marketing Iimmersive experience Interactivity Purchase intention Brand loyalty |
| description |
Este estudio presenta una revisión sistemática de la literatura enfocada en la aplicación de la realidad aumentada en el ámbito del marketing con el propósito de caracterizar la bibliografía existente y consolidar un conjunto de variables provenientes de diferentes investigaciones que evidencian las maneras en que esta tecnología impacta el marketing y el comportamiento del consumidor. Siguiendo la metodología PRISMA 2020, a través de la fórmula de búsqueda se seleccionaron un total de 35 artículos con contenido útil para identificar similitudes en la literatura y proponer lineamientos de acción a aquellas empresas interesadas en adoptar la RA como parte de sus estrategias. Los hallazgos indican que la RA ofrece experiencias de marcas inmersivas y aumenta la interacción con los clientes, potenciando factores como la intención de compra y la lealtad. |
| publishDate |
2024 |
| dc.date.issued.none.fl_str_mv |
2024-12-06 |
| dc.date.accessioned.none.fl_str_mv |
2025-01-23T19:37:45Z |
| dc.date.available.none.fl_str_mv |
2025-01-23T19:37:45Z |
| dc.type.spa.fl_str_mv |
Trabajo de grado - Pregrado |
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http://purl.org/coar/version/c_970fb48d4fbd8a85 |
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Velosa Lozano, D. F. (2024). Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura. (Proyecto degrado). Universidad Autónoma de Occidente. Cali. Colombia. https://hdl.handle.net/10614/15959 |
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https://hdl.handle.net/10614/15959 |
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Universidad Autónoma de Occidente |
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Respositorio Educativo Digital UAO |
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https://red.uao.edu.co/ |
| identifier_str_mv |
Velosa Lozano, D. F. (2024). Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura. (Proyecto degrado). Universidad Autónoma de Occidente. Cali. Colombia. https://hdl.handle.net/10614/15959 Universidad Autónoma de Occidente Respositorio Educativo Digital UAO |
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https://hdl.handle.net/10614/15959 https://red.uao.edu.co/ |
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spa |
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Adilin, B. (2020). Spiking augmented reality draws flak in augmented privacy. Analytics Insight. https://www.analyticsinsight.net/augmentedvirtual-reality/spiking-augmented-realitydraws-flak-augmented-privacy Alimamy, S., Deans, K. R., y Gnoth, J. (2017). Augmented reality: Uses and future considerations in marketing. En R. Benlamri y M. Sparer (Eds.), Leadership,innovation and entrepreneurship as driving forces of the global economy (pp. 705–712). Springer. https://doi.org/10.1007/978-3-319-43434-6_62 Alimamy, S., y Gnoth, J. (2022). I want it my way! The effect of perceptions of personalization through augmented reality and online shopping on customerintentions to co-create value. Computers in Human Behavior, 128, 107105.https://doi.org/10.1016/j.chb.2021.107105 Alsop, T. (2024). Mobile AR market revenue worldwide 2023-2028. Statista.https://www.statista.com/statistics/282453/mobile-augmented-reality-market-size/ Alsop, T. (2024). Mobile augmented reality (AR) users worldwide 2023-2028.Statista.https://www.statista.com/statistics/1098630/global-mobile-augmentedreality-ar-users/ Arena, F., Collotta, M., Pau, G., y Termine, F. (2022). An Overview of AugmentedReality.Computers, 11(2), 28. https://doi.org/10.3390/computers11020028 Arghashi, V. (2022). Shopping with augmented reality: How wow-effect changes the equations.Electronic Commerce Research and Applications, 54, 101166.https://doi.org/10.1016/j.elerap.2022.101166 Arghashi, V. y Yuksel, C. A. (2022). Interactivity, inspiration and perceived usefulness! How retailers’ AR apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64, 102756.https://doi.org/10.1016/j.jretconser.2021.102756 Barhorst, J. B., McLean, G., Krey, N., Javornik, A. y Evanschitzky, H. (2023). Transcending reality: Introducing mental time travel experiences and their ability toinfluence brand outcomes. 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Proceedings of the Twenty-Fifth Hawaii International Conference on System Sciences, 659–669.https://doi.org/10.1109/HICSS.1992.183317 Cheng, T., Wang, X., Lin, Z. y Han, F. (2024). Reuse intention of augmented reality apps: Recreational consciousness as moderator. Journal of Retailing andConsumer Services, 70, 103188. https://doi.org/10.1080/02642069.2023.2259313 Chiu, C. L., Ho, H. C., Yu, T., Liu, Y. y Mo, Y. (2021). Exploring information technologysuccess of augmented reality retail applications in retail food chain. Journal of Retailing and Consumer Services, 61, 102561.https://doi.org/10.1016/j.jretconser.2021.102561 Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D. y de Ruyter, K. (2020). Augmented Reality Marketing: A Technology-Enabled Approach to Situated Customer Experience. Australasian Marketing Journal, 28(4), 374–384.https://doi.org/10.1016/j.ausmj.2020.04.004 Cipresso, P., Giglioli, I. A. C., Raya, M. A. y Riva, G. (2018). 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The effect of augmented reality experience on loyalty and purchasing intent: An application on the retail sector. Sosyoekonomi,30(52), 129-155. https://doi.org/10.17233/sosyoekonomi.2022.02.08 Flavián, C., Ibáñez-Sánchez, S. y Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100,547–560. https://doi.org/10.1016/j.jbusres.2018.10.050 Gallardo, C., Rodríguez, S., Chango, E., Quevedo, W., Santana, J., Acosta, A., Tapia,J., y Andaluz, V. (2018). Augmented Reality as a New Marketing Strategy. In: DePaolis, L.,Bourdot, P. (eds) Augmented Reality, Virtual Reality, and Computer Graphics. AVR 2018. Lecture Notes in Computer Science, 10850. Springer, Cham.https://doi.org/10.1007/978-3-319-95270-3_29 Gatter, S., Wagner, T. F., Kordts-Freudinger, R. y Schramm-Klein, H. (2022). Can augmented reality satisfy consumers’ need for touch? 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The role of augmented reality in destination branding.Tourism and Hospitality Management, 26(2), 419-436. https://doi.org/10.20867/thm.26.2.8 Ibáñez‐Sánchez, S., Orús, C. y Flavián, C. (2022). Augmented reality filters on socialmedia: Analyzing the drivers of playability based on uses and gratifications theory. Jj Psychology & Marketing, 39(3), 559–578. https://doi.org/10.1002/mar.21639 Inan, Ü. (2022). Use of Augmented Reality Technology in Marketing. In Technological Development and Impact on Economic and EnvironmentalSustainability (pp. 168-182). IGI Global. Ivanov, A., Head, M. y Biela, C. (2022). Mobile shopping decision comfort using augmented reality: The effects of perceived augmentation and haptic imagery. AsiaPacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-06-2022-0518 Javornik, A. (2016). 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Journal of Retailing and Consumer Services, 60, 102464. https://doi.org/10.1016/j.jretconser.2021.102464 Nugroho, A. y Wang, W.-T. (2023). Consumer switching behavior to an augmented reality (AR) beauty product application: Push-pull-mooring theory framework.Computers in Human Behavior, 142, 107646.https://doi.org/10.1016/j.chb.2022.107646 Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C.D.,Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J.,Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E.,McDonald, S., McGuinness, L. A., Moher, D. (2021). Declaración PRISMA 2020: una guía actualizada para la publicación de revisiones sistemáticas. Revista Española de Cardiología, 74(9), 790–799. https://doi.org/10.1016/j.recesp.2021.06.016 Pantano, E., Rese, A. y Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two-country comparison of youthmarkets. 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The effects of augmented reality shopping experiences: immersion, presence and satisfaction. Journal of Business in Interactive Marketing, 17, 940-958. https://doi.org/10.1108/JRIM-09-2022-0268 Valle, M. (2016). El futuro de la realidad aumentada, más allá de Pokémon GO. ForbesMéxico.https://forbes.com.mx/futuro-la-realidad-aumentada-mas-alla-pokemon-go/ Van Esch, P., Arli, D., Haji Gheshlaghi, M., Andonopoulos, V., Von der Heidt, T. y Northey, G.(2019). Anthropomorphism and augmented reality in the retail environment.Journal of Retailing and Consumer Services, 49, 35–42.https://doi.org/10.1016/j.jretconser.2019.03.002 Vaughan-Nichols, S. J. (2009). Augmented reality: No longer a novelty? Computer, 42(12), 19-22. https://doi.org/10.1109/MC.2009.380 von der Au, S., Rauschnabel, P. A., Felix, R., y Hinsch, C. (2023). Context in augmented reality marketing: Does the place of use matter?. Psychology & Marketing.https://doi.org/10.1002/mar.21814 Yang, J. y Lin, Z. (2024). From screen to reality: How AR drives consumer engagementand purchase intention. Journal of Digital Economy, 3, 37-46.https://doi.org/10.1016/j.jdec.2024.07.001 Yang, S., Carlson, J. R. y Chen, S. (2020). How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services, 54, 102020.https://doi.org/10.1016/j.jretconser.2019.102020 Zanger, V., Meißner, M. y Rauschnabel, P. A. (2022). Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented realitymarketing.Psychology & Marketing, 39(7), 1285–1301.https://doi.org/10.1002/mar.21641 Zhu, C., Io, M.-U., Fátima, H., Ngan, B. y Peralta, R. L. (2022). Understanding augmented reality marketing in world cultural heritage site: The lens of authenticityperspective.Journal of Vacation Marketing, 29(2), 242–255.https://doi.org/10.1177/13567667221090990 |
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Caicedo Marulanda, Carolinavirtual::5848-1Velosa Lozano, Diego FelipeUniversidad Autónoma de OccidenteLópez Ospina, Carlos Andrésvirtual::5849-12025-01-23T19:37:45Z2025-01-23T19:37:45Z2024-12-06Velosa Lozano, D. F. (2024). Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura. (Proyecto degrado). Universidad Autónoma de Occidente. Cali. Colombia. https://hdl.handle.net/10614/15959https://hdl.handle.net/10614/15959Universidad Autónoma de OccidenteRespositorio Educativo Digital UAOhttps://red.uao.edu.co/Este estudio presenta una revisión sistemática de la literatura enfocada en la aplicación de la realidad aumentada en el ámbito del marketing con el propósito de caracterizar la bibliografía existente y consolidar un conjunto de variables provenientes de diferentes investigaciones que evidencian las maneras en que esta tecnología impacta el marketing y el comportamiento del consumidor. Siguiendo la metodología PRISMA 2020, a través de la fórmula de búsqueda se seleccionaron un total de 35 artículos con contenido útil para identificar similitudes en la literatura y proponer lineamientos de acción a aquellas empresas interesadas en adoptar la RA como parte de sus estrategias. Los hallazgos indican que la RA ofrece experiencias de marcas inmersivas y aumenta la interacción con los clientes, potenciando factores como la intención de compra y la lealtad.This study presents a systematic review of the literature focused on the application of augmented reality in the field of marketing with the purpose of characterizing the existing bibliography and consolidating a set of variables from different investigations that show the ways in which this technology impacts marketing and consumer behavior. Following the PRISMA 2020 methodology, a total of 35 articles with useful content are selected through the search formula to identify similarities in the literature and propose action guidelines for those companies interested in adopting AR as part of their strategies. The findings indicate that AR offers immersive brand experiences and increases interaction with customers, enhancing factors such as purchase intention and loyaltyProyecto degrado (Profesional en Mercadeo y Negocios Internacionales)-- Universidad Autónoma de Occidente, 2024PregradoProfesional en Mercadeo y Negocios Internacionales69 páginasapplication/pdfspaUniversidad Autónoma de OccidenteMercadeo y Negocios InternacionalesFacultad de AdministraciónCaliDerechos reservados - Universidad Autónoma de Occidente, 2024https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)http://purl.org/coar/access_right/c_abf2Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literaturaTrabajo de grado - Pregradohttp://purl.org/coar/resource_type/c_7a1fTextinfo:eu-repo/semantics/bachelorThesishttp://purl.org/redcol/resource_type/TPinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85Adilin, B. 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Mobile augmented reality (AR) users worldwide 2023-2028.Statista.https://www.statista.com/statistics/1098630/global-mobile-augmentedreality-ar-users/ Arena, F., Collotta, M., Pau, G., y Termine, F. (2022). An Overview of AugmentedReality.Computers, 11(2), 28. https://doi.org/10.3390/computers11020028 Arghashi, V. (2022). Shopping with augmented reality: How wow-effect changes the equations.Electronic Commerce Research and Applications, 54, 101166.https://doi.org/10.1016/j.elerap.2022.101166 Arghashi, V. y Yuksel, C. A. (2022). Interactivity, inspiration and perceived usefulness! How retailers’ AR apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64, 102756.https://doi.org/10.1016/j.jretconser.2021.102756 Barhorst, J. B., McLean, G., Krey, N., Javornik, A. y Evanschitzky, H. (2023). Transcending reality: Introducing mental time travel experiences and their ability toinfluence brand outcomes. Journal of Business Research, 113886.https://doi.org/10.1016/j.jbusres.2023.113886 BBC Mundo. (2016). Qué es la realidad aumentada, cómo se diferencia de la virtual y por qué Apple apuesta fuertemente a ella. BBC News Mundo.https://www.bbc.com/mundo/noticias-37678017 Berman, B. y Pollack, D. (2021). Strategies for the successful implementation of augmented reality. Business Horizons, 64. https://doi.org/10.1016/j.bushor.2021.02.027 Carmigniani, J. y Furht, B. (2011). Augmented Reality: An Overview. In: Furht, B. (eds) Handbook of Augmented Reality. Springer, New York, NY.https://doi.org/10.1007/978-1-4614-0064-6_1 Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P. y Ivkovic, M. (2011). Augmented reality technologies, systemsand applications. Multimed Tools Appl 51, 341–377 (2011).https://doi.org/10.1007/s11042-010-0660-6 Caudell, T. P., y Mizell, D. W. (1992). Augmented reality: An application of heads-up display technology to manual manufacturing processes. 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The past, present, and future of virtual and augmented reality research: A network and cluster analysis of the literature. Frontiers in Psychology, 9, 2086.https://doi.org/10.3389/fpsyg.2018.02086 Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps.Technological Forecasting and Social Change, 124.https://doi.org/10.1016/j.techfore.2016.09.032 Daoud, M. K., Alqudah, D., Al-Qeed, M. y Al-Gasawneh, J. A. (2023). Exploring the effectiveness of augmented reality in enhancing brand engagement: A study of digital marketing strategies. Quality-Access to Success,24(196), 75-79. https://doi.org/10.47750/QAS/24.196.10 De Pace, F., Manuri, F. y Sanna, A. (2018). Augmented reality in Industry 4.0. American Journal of Computer Science and Information Technology, 6(1), 1–7.https://doi.org/10.21767/2349-3917.100017 Eru, O., Topuz, Y. V. y Cop, R. (2022). The effect of augmented reality experience on loyalty and purchasing intent: An application on the retail sector. Sosyoekonomi,30(52), 129-155. https://doi.org/10.17233/sosyoekonomi.2022.02.08 Flavián, C., Ibáñez-Sánchez, S. y Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100,547–560. https://doi.org/10.1016/j.jbusres.2018.10.050 Gallardo, C., Rodríguez, S., Chango, E., Quevedo, W., Santana, J., Acosta, A., Tapia,J., y Andaluz, V. (2018). Augmented Reality as a New Marketing Strategy. In: DePaolis, L.,Bourdot, P. (eds) Augmented Reality, Virtual Reality, and Computer Graphics. AVR 2018. Lecture Notes in Computer Science, 10850. Springer, Cham.https://doi.org/10.1007/978-3-319-95270-3_29 Gatter, S., Wagner, T. F., Kordts-Freudinger, R. y Schramm-Klein, H. (2022). Can augmented reality satisfy consumers’ need for touch? Psychology & Marketing,39(3), 507–523.https://doi.org/10.1002/mar.21618 Georgiou, Y., y Kyza, E.A. (2017). The development and validation of the ARI questionnaire: An instrument for measuring immersion in location-based augmented reality settings, International Journal of Human-Computer Studies,98.https://doi.org/10.1016/j.ijhcs.2016.09.014 Goebert, C. y Greenhalgh, G. P. (2020). A new reality: Fan perceptions of augmentedreality readiness in sport marketing. Computers in Human Behavior, 106, 106231.https://doi.org/10.1016/j.chb.2019.106231 Goebert, C., Greenhalgh, G. y Dwyer, B. (2022). A whole new ball game: Fan perceptions of augmented reality enhanced sport broadcasts. Computers inHuman Behavior, 137,107388. https://doi.org/10.1016/j.chb.2022.107388 Hackl, C., y Wolfe, S. G. (2017). Marketing New Realities: An Introduction to VirtualReality and Augmented Reality Marketing. Branding, & Communications Hassan, A., Ekiz, E., Dadwal, S.S., Lancaster, G. (2017). Augmented Reality Adoption by Tourism Product and Service Consumers: Some Empirical Findings. In: Jung, T., tom Dieck, M. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-319-64027-3_4 Heller, J., Chylinski, M., de Ruyter, K., Mahr, D. y Keeling, D. I. (2019). Let me imagine that for you: transforming the retail frontline through augmenting customermental imagery ability. J. Retail. 95, 94–114. https://doi.org/10.1016/j.jretai.2019.03.005 Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D. y Keeling, D. I. (2017). Augmentingthe eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884–905. https://doi.org/10.1007/s11747-017-0541-x Huertas, A. y Gonzalo, J. (2020). The role of augmented reality in destination branding.Tourism and Hospitality Management, 26(2), 419-436. https://doi.org/10.20867/thm.26.2.8 Ibáñez‐Sánchez, S., Orús, C. y Flavián, C. (2022). Augmented reality filters on socialmedia: Analyzing the drivers of playability based on uses and gratifications theory. Jj Psychology & Marketing, 39(3), 559–578. https://doi.org/10.1002/mar.21639 Inan, Ü. (2022). Use of Augmented Reality Technology in Marketing. In Technological Development and Impact on Economic and EnvironmentalSustainability (pp. 168-182). IGI Global. Ivanov, A., Head, M. y Biela, C. (2022). Mobile shopping decision comfort using augmented reality: The effects of perceived augmentation and haptic imagery. AsiaPacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-06-2022-0518 Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour, Journal of Retailing and Consumer Services, 30. https://doi.org/10.1016/j.jretconser.2016.02.004 Jiang, Y., Wang, X. y Yuen, K. F. (2021). Augmented reality shopping application usage: The influence of attitude, value, and characteristics of innovation. Journalof Retailing and Consumer Services, 63, 102720.https://doi.org/10.1016/j.jretconser.2021.102720 Kowalczuk, P., Siepmann, C. y Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357–373.https://doi.org/10.1016/j.jbusres.2020.10.050 Lammerding, L., Hilken, T., Mahr, D., Heller, J. (2021). Too Real for Comfort: Measuring Consumers’ Augmented Reality Information Privacy Concerns. In: tomDieck, M.C.,Jung, T.H., Loureiro, S.M.C. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-68086-2_8 Lin, K. y Huang, T. (2024). Shopping in the digital world: How augmented reality mobile applications trigger customer engagement. Technology in Society, 77.https://doi.proxyuao.elogim.com/10.1016/j.techsoc.2024.102540 Marsh Commercial. (2020). AR and VR: Enhancing or disrupting your business? Marsh Commercial. https://www.marshcommercial.co.uk/articles/ar-and-vr-enhancing-ordisrupting-your-business.html Moorhouse, N., tom Dieck, M. C. y Jung, T. (2017). Technological innovations transforming the consumer retail experience: a review of literature. Augmented Reality and Virtual Reality: Empowering Human, Place and Business, 133-143.https://doi.org/10.1007/978-3-319-64027-3_10 Nikhashemi, S. R., Knight, H. H., Nusair, K. y Liat, C. B. (2021). Augmented reality insmart retailing: A (n) (A) symmetric approach to continuous intention to use retail brands’mobile AR apps. Journal of Retailing and Consumer Services, 60, 102464. https://doi.org/10.1016/j.jretconser.2021.102464 Nugroho, A. y Wang, W.-T. (2023). Consumer switching behavior to an augmented reality (AR) beauty product application: Push-pull-mooring theory framework.Computers in Human Behavior, 142, 107646.https://doi.org/10.1016/j.chb.2022.107646 Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C.D.,Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J.,Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E.,McDonald, S., McGuinness, L. A., Moher, D. (2021). Declaración PRISMA 2020: una guía actualizada para la publicación de revisiones sistemáticas. Revista Española de Cardiología, 74(9), 790–799. https://doi.org/10.1016/j.recesp.2021.06.016 Pantano, E., Rese, A. y Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two-country comparison of youthmarkets. Journal of Retailing and Consumer Services, 38, 81-95.https://doi.org/10.1016/j.jretconser.2017.05.011 Park, M. y Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing andConsumer Services, 52, 101912. https://doi.org/10.1016/j.jretconser.2019.101912 Qin, H., Peak, D. A. y Prybutok, V. (2021). A virtual market in your pocket: How doesmobile augmented reality (MAR) influence consumer decision making? Journal ofRetailing and Consumer Services, 58, 102337.https://doi.org/10.1016/j.jretconser.2020.102337 Rauschnabel, P. A. (2021). Augmented reality is eating the real-world! The substitution of physical products by holograms. International Journal of Information Management,57, 102279. https://doi.org/10.1016/j.ijinfomgt.2020.102279 Rauschnabel, P., Babin, B., tom Dieck, C., Krey, N. y Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142. https://doi.org/10.1016/j.jbusres.2021.12.084 Rauschnabel, P., Felix, R. y Hinsch, C. (2019). Augmented reality marketing: How mobile ARapps can improve brands through inspiration. Journal of Retailing andConsumer Services, 49. https://doi.org/10.1016/j.jretconser.2019.03.004 Scholz, J. y Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing andConsumer Services, 44, 11-23. https://doi.org/10.1016/j.jretconser.2018.05.004 Scholz, J. y Smith A. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement.Business Horizons, 59. https://doi.org/10.1016/j.bushor.2015.10.003 Shabani, N., Munir, A. y Hassan, A. (2019). E-marketing via augmented reality: A case study in the tourism and hospitality industry. IEEE Potentials, 38(1), 22-29.https://doi.org/10.1109/MPOT.2018.2850598 Shoaib, H. y Jaffry, S. W. (2015). A survey of augmented reality. In InternationalConference on Virtual and Augmented Reality (ICV AR 2015) (p. 34). Song, B. L., Kaur, D., Subramaniam, M., Tee, P. K., Wong, L. C. y Mohd Zin, N. A. (2024). The Adoption of Mobile Augmented Reality in Tourism Industry: Effects onCustomer Engagement, Intention to Use and Usage Behaviour. Journal of Tourismand Services, 15(28), 235–252. https://doi.org/10.29036/jots.v15i28.679 Sung, E. C., Han, D. D., Choi, Y. K., Gillespie, B., Couperus, A. y Koppert, M. (2023).Augmented digital human vs. human agents in storytelling marketing: Exploratory electroencephalography and experimental studies. Psychology & Marketing, 40(11),2428–2446. https://doi.org/10.1002/mar.21898 Tan, Y.-C., Chandukala, S. R. y Reddy, S. K. (2021). Augmented reality in retail andits impact on sales. Journal of Marketing, 86(1), 48–66. https://doi.org/10.1177/0022242921995449 tom Dieck, M. C., Cranmer, E., Prim, A. L y Bamford, D. (2023). The effects of augmented reality shopping experiences: immersion, presence and satisfaction. Journal of Business in Interactive Marketing, 17, 940-958. https://doi.org/10.1108/JRIM-09-2022-0268 Valle, M. (2016). El futuro de la realidad aumentada, más allá de Pokémon GO. ForbesMéxico.https://forbes.com.mx/futuro-la-realidad-aumentada-mas-alla-pokemon-go/ Van Esch, P., Arli, D., Haji Gheshlaghi, M., Andonopoulos, V., Von der Heidt, T. y Northey, G.(2019). Anthropomorphism and augmented reality in the retail environment.Journal of Retailing and Consumer Services, 49, 35–42.https://doi.org/10.1016/j.jretconser.2019.03.002 Vaughan-Nichols, S. J. (2009). Augmented reality: No longer a novelty? Computer, 42(12), 19-22. https://doi.org/10.1109/MC.2009.380 von der Au, S., Rauschnabel, P. A., Felix, R., y Hinsch, C. (2023). Context in augmented reality marketing: Does the place of use matter?. Psychology & Marketing.https://doi.org/10.1002/mar.21814 Yang, J. y Lin, Z. (2024). 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Understanding augmented reality marketing in world cultural heritage site: The lens of authenticityperspective.Journal of Vacation Marketing, 29(2), 242–255.https://doi.org/10.1177/13567667221090990Mercadeo y Negocios InternacionalesRealidad aumentadaMarketing digitalExperiencia inmersivaInteractividadIntención de compraLealtad de marcaAugmented realityDigital marketingIimmersive experienceInteractivityPurchase intentionBrand loyaltyComunidad generalPublicationhttps://scholar.google.com/citations?user=i12K1DcAAAAJ&hl=esvirtual::5848-10000-0003-0513-7578virtual::5848-10000-0001-9355-427Xvirtual::5849-1https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000022753virtual::5848-1a183c021-f01e-4ba4-a5c8-004ee18b06b7virtual::5848-1a183c021-f01e-4ba4-a5c8-004ee18b06b7virtual::5848-1d80304f7-8a36-430d-935e-48c746b2fb34virtual::5849-1d80304f7-8a36-430d-935e-48c746b2fb34virtual::5849-1ORIGINALT11294_Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura.pdfT11294_Realidad aumentada y su aplicabilidad en el ámbito del marketing: una revisión sistemática de la literatura.pdfArchivo texto completo del trabajo de grado, PDFapplication/pdf2069070https://red.uao.edu.co/bitstreams/4c7a4693-465b-42a8-8cbf-ae5baf14acfe/downloade83ed86a6e738040fa011cf1753a333aMD51TA11294_Autorización trabajo de grado.pdfTA11294_Autorización trabajo de grado.pdfAutorización para publicación del trabajo de gradoapplication/pdf151545https://red.uao.edu.co/bitstreams/c9f78da2-39e1-4029-b183-22b9c47a80e5/download3dfc3aadea19e19ecbcdf5ba6dc94044MD52LICENSElicense.txtlicense.txttext/plain; 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