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1 2024

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A review of the impacts and implications of webAR on the 4Ps

Jeganathan Kishokanth

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 192

421--435

Purpose: The rapid ascent of digital technology has consistently altered the landscape of traditional marketing, presenting both novel challenges and opportunities. This review endeavors to dissect and elucidate the intricate relationship between Web-based Augmented Reality (WebAR) and the cornerstone of marketing strategy: the 4Ps - Product, Price, Place, and Promotion. Design/methodology/approach: Drawing on a comprehensive analysis of existing scholarly works, industry reports, and case studies, the article illuminates the current manifestations of WebAR within the 4Ps framework, demonstrating its transformative capacity in areas such as product visualization, dynamic pricing displays, virtual storefronts, and augmented promotional campaigns. Findings: Through the synthesis, the article underscores the imperative for marketers to understand, adapt, and innovate in the face of an increasingly augmented digital landscape, even in the absence of quantitative metrics. Originality/value: The findings serve as both a foundational resource for scholars and a strategic guide for practitioners seeking to navigate the confluence of WebAR and modern marketing.