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Extended Reality in Marketing - A Multiple Case Study on Internet of Things Platforms

dc.date.accessioned2023-01-20T07:32:55Z
dc.date.available2023-01-20T07:32:55Z
dc.date.issued2022-05-27
dc.identifierdoi:10.17170/kobra-202301207413
dc.identifier.urihttp://hdl.handle.net/123456789/14378
dc.description.sponsorshipGefördert durch den Publikationsfonds der Universität Kassel
dc.language.isoeng
dc.rightsNamensnennung 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectdigital enterpriseeng
dc.subjectcloud platforms as a serviceeng
dc.subjectaugmented realityeng
dc.subjectextended realityeng
dc.subjectcustomer experienceeng
dc.subjectmetaverseeng
dc.subject.ddc330
dc.titleExtended Reality in Marketing - A Multiple Case Study on Internet of Things Platformseng
dc.typeAufsatz
dcterms.abstractThis 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.eng
dcterms.accessRightsopen access
dcterms.creatorWagner, Ralf
dcterms.creatorCozmiuc, Diana
dc.relation.doidoi:10.3390/info13060278
dc.subject.swdElectronic Commerceger
dc.subject.swdMarketingger
dc.subject.swdErweiterte Realitätger
dc.subject.swdVerbraucherzufriedenheitger
dc.type.versionpublishedVersion
dcterms.source.identifiereissn:2078-2489
dcterms.source.issueIssue 6
dcterms.source.journalInformationeng
dcterms.source.volumeVolume 13
kup.iskupfalse
dcterms.source.articlenumber0278


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Namensnennung 4.0 International
Except where otherwise noted, this item's license is described as Namensnennung 4.0 International