Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour
This study explores the effect of augmented reality on consumer responses. The study uses interactive technologies such as interactive screens and smart device apps. The study has found that augmented reality differs from other forms of interactive media. Augmented reality has a low connectivity which relates to a low social-interactive engagement. However, augmented reality does have the ease of mobility and location-specificity, which relates to a more unique customer experience.