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Opportunities and Challenges of Augmented Reality Shopping in Emerging Markets

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Emerging Markets from a Multidisciplinary Perspective

Part of the book series: Advances in Theory and Practice of Emerging Markets ((ATPEM))

Abstract

Augmented reality (AR) is one of the newly emerging technologies that has ability to completely revolutionise the world as we see it and the manner in which the products are sold and purchased. It has a wide range of applications from entertainment and education through to the healthcare sector, architecture and more. The technology began to be used in applications in the 1990s but was first developed in the 1960s. Over the years, especially with the penetration of smartphone devices, AR has seen far higher use in applications. The major advantage of AR is in the field of the shopping experience of online product buyers. In this study, an overview of the field of AR is presented, comprising definitions of AR, a historical overview of AR and the presence of AR in emerging markets and shopping and marketing in emerging markets with the help of AR tools and the applications. This study also discusses the opportunities and the challenges faced by augmented reality in these emerging markets.

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Author information

Authors and Affiliations

  1. Department of Management Information Systems, College of Business (COB), King Abdulaziz University, Rabigh, Saudi Arabia

    Salma S. Abed

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  1. Salma S. Abed
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Correspondence to Salma S. Abed .

Editor information

Editors and Affiliations

  1. EMaRC, School of Management, Swansea University, Swansea, United Kingdom

    Yogesh K. Dwivedi

  2. EMaRC, School of Management, Swansea University, Swansea, United Kingdom

    Nripendra P. Rana

  3. EMaRC, School of Management, Swansea University, Swansea, United Kingdom

    Emma L. Slade

  4. School of Business & Economics, North South University, Dhaka, Bangladesh

    Mahmud A. Shareef

  5. EMaRC, School of Management, Swansea University Bay Campus, Swansea, United Kingdom

    Marc Clement

  6. Gulf University for Science and Technology, Mubarak Al-Abdullah, Kuwait

    Antonis C. Simintiras

  7. Nottingham Trent University, Nottingham Business School, Nottingham, United Kingdom

    Banita Lal

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Abed, S.S. (2018). Opportunities and Challenges of Augmented Reality Shopping in Emerging Markets. In: Dwivedi, Y., et al. Emerging Markets from a Multidisciplinary Perspective. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-75013-2_10

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