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A Study of Barriers Faced by Consumers in Using UPI-Based Apps Read chapter Read first chapter

2021 | OriginalPaper | Chapter

Augmented Reality: An Upcoming Digital Marketing Tool in India

Authors : Himanshu Matta, Ruchika Gupta

Published in: Advances in Interdisciplinary Research in Engineering and Business Management

Publisher: Springer Nature Singapore

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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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Metadata
Title
Augmented Reality: An Upcoming Digital Marketing Tool in India
Authors
Himanshu Matta
Ruchika Gupta
Copyright Year
2021
Publisher
Springer Nature Singapore
Book
Advances in Interdisciplinary Research in Engineering and Business Management

Print ISBN: 978-981-16-0036-4

Electronic ISBN: 978-981-16-0037-1

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-981-16-0037-1_3