KLEs Inst. of Mgt. Studies and Research, BVB Campus, Vidyanagar, Hubli, Karnataka, India.
Abstract
The integration of Augmented Reality (AR) and Virtual Reality (VR) technologies has revolutionized digital marketing strategies globally. This theoretical study specifically investigates their application within the Indian market, aiming to understand how these immersive technologies can enhance consumer engagement and brand loyalty in a culturally rich and diverse marketplace. Utilizing a comprehensive review of existing literature, the paper identifies key areas where AR and VR can create impactful marketing experiences unique to the Indian consumer. These include virtual try-ons, immersive advertisements, and interactive brand storytelling, particularly in sectors such as retail, real estate, and tourism. The study also examines the challenges faced, such as technological accessibility, digital literacy, and localization of content, proposing strategic solutions to effectively integrate AR and VR in India’s digital marketing landscape. The findings suggest that, with targeted investment in technology and creative content development, AR and VR can significantly elevate the consumer experience, leading to deeper brand connections and enhanced marketing efficacy. This research contributes to the understanding of digital marketing innovations in emerging markets and proposes a roadmap for businesses aiming to implement AR and VR technologies in India.
Keywords: Augmented Reality (AR), Virtual Reality (VR), Digital marketing, Indian market, Consumer engagement, Brand loyalty, Technological accessibility, Digital literacy, Content localization
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