Indian Journal of Recent Development Systems for Digitization

ISSN: 2584-1009 (Online)

Integration of Augumented Reality in M-Commerce Applications

Author(s)

Sivakumar, R.D.* and Brindha, S.**

* Assistant Professor, Department of Computer Science, Bell Institute, Sivakasi

** Former Assistant Professor of Business Administration, Sivakasi 

Abstract

The integration of augmented reality (AR) and mobile commerce (M-commerce) applications signifies a revolutionary amalgamation, redefining the conventional e-commerce environment. The article delves into the various facets of this integration, clarifying the significant effects it has on the organization structures, marketing tactics, and user experience. AR, a technology that overlays digital content on the real world, offers immersive, interactive experiences that go beyond traditional M-commerce limitations. By combining AR with M-commerce, customers may visually engage with products prior to making a purchase, improving product visualization and reducing the uncertainty that comes with online shopping. Augmented reality (AR) goes beyond aesthetics to encourage interaction by delivering personalized, context-aware content that enhances the consumer experience with relevant and dynamic data. The paper explores the technological aspects of incorporating augmented reality (AR) into mobile commerce platforms, tackling issues pertaining to data protection, latency, and device compatibility. Additionally, it looks into how augmented reality influences consumer behavior, highlighting how experiential marketing influences consumer choices. The combination of augmented reality (AR) with mobile commerce (M-commerce) moves beyond customer interactions to reconsider marketing tactics. This allows for creative campaigns that take into account AR's immersive qualities to produce unforgettable customer experiences. The article also considers how M-commerce business models are changing as an outcome of AR's development of new revenue streams including interactive ads, virtual try-ons, and additional features improved by AR. Wide-ranging effects on enterprises mean that, in order to remain competitive in the ever-evolving M-commerce environment, firms must strategically move towards customer engagement driven by augmented reality. The article also looks at new developments and potential future directions, imagining a world in which augmented reality (AR) is easily included into routine M-commerce transactions, concealing the difference between the actual and virtual worlds. Businesses need to change as augmented reality (AR) develops in order to fully realize its promise. AR has the ability to go beyond the limitations of traditional M-commerce and usher in a new era of personalized, immersive purchasing experiences. The article provides an in-depth analysis of the revolutionary impact and future consequences of the convoluted relationship between augmented reality and mobile commerce.

Keywords : Augmented Reality, M-commerce, Integration, Mobile Applications, Immersive Experiences, User Engagement, Experiential Marketing, Consumer Behavior, Business Models, Technical Challenges, Interactive Advertisements and Brand Experiences.

Volume : 1

Issue : 3

Pages : 1-16

Date of Publication : February 2024

DOI : 10.5281/zenodo.10639481

Published By

IJRDSD

Published In

Indian Journal of Recent Development Systems for Digitization