The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM)
Author(s): Kenneth C. C. Yang (The University of Texas at El Paso, USA)and Yowei Kang (National Taiwan Ocean University, Taiwan)
Copyright: 2019
Pages: 24
EISBN13: 9781522599562
Purchase
View Sample PDF
Abstract
This chapter deals with emerging augmented, mixed, and virtual reality platforms and their applications in cause-related marketing (CRM) campaigns. This chapter provides definitions and examples of augmented, mixed, and virtual realities and explains their importance CRM professionals. Compared with traditional marketing platforms, reality-creating technologies are characterized with their capabilities to interact with marketing contents through their geolocation specificity, mobility, and synchronization of virtuality and reality. These technological characteristics have made reality-creating technologies very promising for many cause-related marketing (CRM) campaigns. This chapter surveys current discussions in the existing literature and ends with three cause-related marketing (CRM) campaigns. The study concludes with an overview of emerging issues, future directions, and professional best practice recommendations.
Related Content
Umit Cali, Claudio Lima.
© 2020.
44 pages.
|
Cristiane Gonçalves Titto, Evaldo Antonio Lencioni Titto, Rafael Martins Titto, Alfredo Manuel Franco Pereira, Messy Hannear de Andrade Pantoja, João Alberto Negrão.
© 2023.
20 pages.
|
Natalie Nussli, Kevin Oh, Nicole Cuadro, Melisa Kaye.
© 2019.
35 pages.
|
Ilma Rodrigues de Souza Fausto, Maicon Gonzaga da Silva, Fabiana Rodrigues Leta, Sérgio Crespo Coelho da Silva Pinto, Ruth Maria Mariani Braz.
© 2023.
12 pages.
|
Jeremy Gibberd.
© 2020.
29 pages.
|
|
|