International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 13
Available Online: 31 December 2023
Author/s:
Wang, Xi
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study’s aim was to determine the Augmented Reality (AR) and Virtual Reality (VR) on the digital marketing performance of manufacturing companies in Jiangsu Province of China. The respondents include 300 CEOs, managers, and supervisors of selected manufacturing companies located in Jiangsu Province. It is based on a descriptive-correlational research design whose sample was purposively selected. Based on the study findings, there was a high-level usage of augmented reality in manufacturing companies for product creation, brand awareness, and for customer engagement. The findings also indicate a high-level usage of virtual reality in manufacturing companies for enhanced customer experience, saving costs, and for human resource and talent management, and there was a high-level effectiveness of digital marketing for brand growth and recognition, customer loyalty, and traffic generation. There was a statistically significant relationship between customer engagement and sub variables of virtual reality namely human resource and talent management and enhanced customer experience. Likewise, a statistically significant relationship between brand awareness and brand growth and recognition.
Keywords: augmented reality, digital marketing, virtual reality, product creation, customer experience
DOI: https://doi.org/10.5861/ijrsm.2023.1167
Cite this article:
Wang, X. (2023). Augmented reality and virtual reality on digital marketing effectiveness: Basis for manufacturing digital marketing framework. International Journal of Research Studies in Management, 11(13), 103-112. https://doi.org/10.5861/ijrsm.2023.1167