Integration of augmented reality technologies in interactive advertising campaigns
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The study analyzes the integration of augmented reality technologies in interactive advertising campaigns, highlighting its potential to transform brand communication through immersive experiences that combine virtual content with the physical environment. Through an exploratory literature review of publications between 2010 and 2024, empirical and conceptual research extracted from databases such as Scopus and Web of Science was compiled. The main findings show that augmented reality facilitates competitive differentiation by increasing consumer attention, advertising recall and emotional involvement. Perceived ease of use and added value emerge as decisive factors in the acceptance of these technologies, while the perceived risk of data privacy is a relevant obstacle. Personalized experiences, interactivity and the hedonic component consolidate favorable attitudes towards the brand and stimulate purchase intent. The study concludes that the success of these campaigns depends on balancing technological sophistication, operational simplicity and user trust, while requiring an integrative theoretical framework to guide the strategic design of augmented reality experiences capable of generating sustainable value in a highly competitive media environment.
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