2020 IEEE 7th International Conference on Engineering Technologies and Applied Sciences (ICETAS) 2020
DOI: 10.1109/icetas51660.2020.9484306
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Impact of Augmented Reality and Virtual Reality in the Transformation of Virtual Customer Relationship Management Sector

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“…Furthermore, the research finding by Orus et al (2021) shows that marketing communication contents with high level of factual realism provided by AI-enabled VAR have a positive effect on perceptions of presence, ease of imagination and visual appeal and purchase decisions. However, the research finding by Malik et al (2020) indicate that many marketing applications associated to AI and VAR experience were established but no success rate was identified due to lack of familiarity with the critical attributes to the technology. AIM, therefore, presents an immense intervention for SMEs to understand their customers by addressing the complex consumer requirement through predictive marketing analytics, smarter and faster decision-making, contextual and personalized communication content generation and value co-creation with customers (Huang and Rust, 2018).…”
Section: Literature Reviewmentioning
confidence: 98%
“…Furthermore, the research finding by Orus et al (2021) shows that marketing communication contents with high level of factual realism provided by AI-enabled VAR have a positive effect on perceptions of presence, ease of imagination and visual appeal and purchase decisions. However, the research finding by Malik et al (2020) indicate that many marketing applications associated to AI and VAR experience were established but no success rate was identified due to lack of familiarity with the critical attributes to the technology. AIM, therefore, presents an immense intervention for SMEs to understand their customers by addressing the complex consumer requirement through predictive marketing analytics, smarter and faster decision-making, contextual and personalized communication content generation and value co-creation with customers (Huang and Rust, 2018).…”
Section: Literature Reviewmentioning
confidence: 98%