<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Augmented reality is considered to be one of the fastest growing and most promising trends in marketing. This paper analyses the use of augmented reality for advertising purposes by integrating augmented reality into product packaging. There are solutions for the application of augmented reality in product packaging around the world, but in Lithuania, the application of augmented reality in product packaging is still rare. Research problem is formulated as the question: what are the challenges and development opportunities for the application of augmented reality in product packaging? Expert opinion and the results of a customer survey, which show at which stages of the AIDA model using augmented reality in product packaging could be effective, are presented in this article.</p>
</abstract>

Augmented reality is considered to be one of the fastest growing and most promising trends in marketing. This paper analyses the use of augmented reality for advertising purposes by integrating augmented reality into product packaging. There are solutions for the application of augmented reality in product packaging around the world, but in Lithuania, the application of augmented reality in product packaging is still rare. Research problem is formulated as the question: what are the challenges and development opportunities for the application of augmented reality in product packaging? Expert opinion and the results of a customer survey, which show at which stages of the AIDA model using augmented reality in product packaging could be effective, are presented in this article.

Application of Augmented Reality in Product Packaging: Challenges and Development Opportunities

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Augmented reality is considered to be one of the fastest growing and most promising trends in marketing. This paper analyses the use of augmented reality for...

Application of Augmented Reality in Product Packaging: Challenges and Development Opportunities

Published Online: Mar 07, 2023

Page range: 85 - 100

Received: Sep 10, 2022

Accepted: Dec 20, 2022

DOI: https://doi.org/10.2478/mosr-2022-0014

Keywords
augmented reality, product packaging, AIDA

© 2022 Asta KYGUOLIENĖ et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Application of Augmented Reality in Product Packaging: Challenges and Development Opportunities

Published Online: Mar 07, 2023

Page range: 85 - 100

Received: Sep 10, 2022

Accepted: Dec 20, 2022

DOI: https://doi.org/10.2478/mosr-2022-0014

Keywordsaugmented reality, product packaging, AIDA

© 2022 Asta KYGUOLIENĖ et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
augmented reality, product packaging, AIDA