Aufsatz
Extended Reality in Marketing - A Multiple Case Study on Internet of Things Platforms
Abstract
This research highlights how cloud platform as a service technologies host extended reality technologies and convergent technologies in integrated solutions. It was only around 2019 that scholarly literature conceptualized the role of extended reality, that is, augmented reality, virtual reality, and mixed reality, in the marketing function. This article is a multiple case study on the leading eleven platform as a service vendors. They provide the programming technology required to host software as a service in the cloud, making the software available from everywhere. Of the eleven cases, 10% integrate technologies in solutions. Research results show that extended reality technologies reinvent digital marketing; as part of this, they shape the customer delivery model in terms of customer value proposition; favor the choice of customer channel (the omnichannel); possibly lead to new customer relationships, such as cocreation; and reach global mass customers. Extended reality in the delivery model is complemented by other technologies in the operating model. These combinations provide the foundations of the business models, which are either network or platform business models. This study identifies a number of solutions enabled by extended reality, which have an integrated goal in the form of customer value contribution and are to be studied in further articles.
Citation
In: Information Volume 13 / Issue 6 (2022-05-27) eissn:2078-2489Sponsorship
Gefördert durch den Publikationsfonds der Universität KasselCitation
@article{doi:10.17170/kobra-202301207413,
author={Wagner, Ralf and Cozmiuc, Diana},
title={Extended Reality in Marketing - A Multiple Case Study on Internet of Things Platforms},
journal={Information},
year={2022}
}
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2023-01-20T07:32:55Z 2023-01-20T07:32:55Z 2022-05-27 doi:10.17170/kobra-202301207413 http://hdl.handle.net/123456789/14378 Gefördert durch den Publikationsfonds der Universität Kassel eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ digital enterprise cloud platforms as a service augmented reality extended reality customer experience metaverse 330 Extended Reality in Marketing - A Multiple Case Study on Internet of Things Platforms Aufsatz This research highlights how cloud platform as a service technologies host extended reality technologies and convergent technologies in integrated solutions. It was only around 2019 that scholarly literature conceptualized the role of extended reality, that is, augmented reality, virtual reality, and mixed reality, in the marketing function. This article is a multiple case study on the leading eleven platform as a service vendors. They provide the programming technology required to host software as a service in the cloud, making the software available from everywhere. Of the eleven cases, 10% integrate technologies in solutions. Research results show that extended reality technologies reinvent digital marketing; as part of this, they shape the customer delivery model in terms of customer value proposition; favor the choice of customer channel (the omnichannel); possibly lead to new customer relationships, such as cocreation; and reach global mass customers. Extended reality in the delivery model is complemented by other technologies in the operating model. These combinations provide the foundations of the business models, which are either network or platform business models. This study identifies a number of solutions enabled by extended reality, which have an integrated goal in the form of customer value contribution and are to be studied in further articles. open access Wagner, Ralf Cozmiuc, Diana doi:10.3390/info13060278 Electronic Commerce Marketing Erweiterte Realität Verbraucherzufriedenheit publishedVersion eissn:2078-2489 Issue 6 Information Volume 13 false 0278
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