Augmented Reality im Marketing. Eine empirische Analyse des Konsumentenverhaltens am Beispiel der virtuellen Erweiterung klassischer Printwerbung
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Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,00, Universität Bayreuth, Sprache: Deutsch, Abstract: Unternehmen müssen in vielerlei Hinsicht neue Wege beschreiten, um im stetigen Wettbewerb und dem damit einhergehenden Konkurrenzdruck auf lange Sicht bestehen zu können. Für das Marketing als das versinnbildlichte Sprachrohr zum Kunden bedeutet dies, dass neue Möglichkeiten zu erschlie en sind, um der Flut an Informationen sowie der damit einhergehenden Stimuliüberlastung seitens der Konsumenten entgegenwirken zu können. Es gilt, die Kunden zu begeistern, zu fesseln und hierbei einzigartige Assoziationen in deren Psyche hervorzurufen. Anzuführen ist in diesem Zusammenhang, neben einer zunehmenden Verwendung sozialer Netzwerke wie Facebook, Google+ oder zuletzt Pinterest, eine Technologie, die bisher vor allem in der Industrie, der Medizin sowie dem Militär Anwendung fand. Bei dieser Technologie wird die reale Umgebung um virtuelle Objekte sowie zusätzliche Informationen erweitert, die im Blickfeld des Betrachters präsentiert werden. In letzter Zeit ist jene Technologie, die aufgrund der Erweiterung der Realität unter dem Begriff "Augmented Reality" subsumiert sowie gemä dem 'Gartner Hpye Cycle' als eine der zielführenden Technologien der Zukunft anzusehen ist, jedoch auch aus marketingspezifischer Sichtweise von grö erer Bedeutung und wird mit einem immensen, zukünftigen Potential assoziiert. Dennoch ist der Gro teil der Unternehmen zum jetzigen Zeitpunkt noch sehr avers und zurückhaltend gegenüber der Verwendung von Augmented Reality eingestellt. Aus diesem Grund gilt es, im Folgenden darzustellen, ob es sich bei Ma nahmen wie dem Zusammenspiel klassischer Printmedien und Augmented Reality Anwendungen oder virtuellen Anproben via Webcam um eine bedeutungslose Spielerei oder eine zukunftsträchtige Innovation handelt und ob somit die averse Einstellung von Unternehmen gerechtfertigt ist. Folgende Forschungs
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