{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,4]],"date-time":"2026-05-04T10:22:31Z","timestamp":1777890151325,"version":"3.51.4"},"reference-count":40,"publisher":"SAGE Publications","issue":"4","license":[{"start":{"date-parts":[[2024,2,22]],"date-time":"2024-02-22T00:00:00Z","timestamp":1708560000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Web Intelligence"],"published-print":{"date-parts":[[2024,11,15]]},"abstract":"<jats:p>Augmented Reality is recognized as the newest clever breakthrough in marketing and is used to promote a variety of goods and services. Through the use of this technology, businesses and brands interact with their target market to learn everything about their current and potential customers\u2019 expectations. However, important elements are associated with the development of augmented reality technology. The objective of this article is to scientifically evaluate the usefulness of virtual reality techniques in digital marketing. The study concentrated on a variety of variables, including those that influence consumers\u2019 desire to make a purchase, such as the degree to which a system is interactive, instructive, and congruent with reality. The quantitative methodology used in this study. Random sampling methodology is used in a survey method to gather data. The partially least-squares Structured Equation Modeling (PLS-SEM) method will also be used to evaluate and confirm any proposed causal links between the latent variables. Direct marketing and system quality were shown to be correlated, and the significance value ([Formula: see text]) was found to be less than 0.05. The conclusion confirms the assumption that interactivity has no significant and positive impact on digital marketing but, system quality, product informativeness, and reality congruence have a large and advantageous effect on digital marketing. Empirical findings suggest that using augmented reality technologies is one of the greatest digital marketing ways to engage customers in interactive experiences and provide them with quality goods and services.<\/jats:p>","DOI":"10.3233\/web-230262","type":"journal-article","created":{"date-parts":[[2024,2,23]],"date-time":"2024-02-23T11:37:40Z","timestamp":1708688260000},"page":"599-610","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":2,"title":["Analysis of the effectiveness of the augmented reality technique as an influence on the digital marketing"],"prefix":"10.1177","volume":"22","author":[{"given":"G.","family":"Gokulkumari","sequence":"first","affiliation":[{"name":"Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ibrahim","family":"Alhassan","sequence":"additional","affiliation":[{"name":"Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sulafah M.","family":"Basahel","sequence":"additional","affiliation":[{"name":"Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2024,2,22]]},"reference":[{"key":"ref001","unstructured":"L.D.\u00a0Bacon and L.D.\u00a0Bacon, Using Amos for Structural Equation Modeling in Market Research, Lynd Bacon & Associates Limited and SPSS Incorporated, Chicago, IL, 2001."},{"key":"ref002","doi-asserted-by":"publisher","DOI":"10.2307\/23044044"},{"issue":"4","key":"ref003","first-page":"133","volume":"2","author":"Baratali E.","year":"2016","journal-title":"International Journal of Management and Applied Science (IJMAS)"},{"key":"ref004","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.107.2.238"},{"key":"ref005","doi-asserted-by":"publisher","DOI":"10.1007\/s11042-010-0660-6"},{"key":"ref006","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2021.102561"},{"key":"ref007","doi-asserted-by":"crossref","unstructured":"P.\u00a0Cipresso, I.A.C.\u00a0Giglioli, M.A.\u00a0Raya and G.\u00a0Riva, The past, present, and future of virtual and augmented reality research: A network and cluster analysis of the literature, Frontiers in Psychology (2018), 2086.","DOI":"10.3389\/fpsyg.2018.02086"},{"key":"ref008","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2008.01.027"},{"key":"ref009","doi-asserted-by":"publisher","DOI":"10.2307\/249524"},{"key":"ref010","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2020.102168"},{"key":"ref011","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2019.101986"},{"key":"ref012","unstructured":"R.\u00a0Freeze and R.L.\u00a0Raschke, An assessment of formative and reflective constructs in IS research, 2007."},{"key":"ref013","doi-asserted-by":"publisher","DOI":"10.3390\/su15065448"},{"key":"ref014","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-017-0541-x"},{"key":"ref015","unstructured":"R.H.\u00a0Hoyle\u00a0(ed.), Structural Equation Modeling: Concepts, Issues, and Applications, Sage, 1995."},{"key":"ref016","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2021.02.019"},{"key":"ref017","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2020.10.050"},{"key":"ref018","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.15.0044"},{"key":"ref019","doi-asserted-by":"publisher","DOI":"10.1509\/jm.15.0420"},{"key":"ref020","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2019.101912"},{"key":"ref021","doi-asserted-by":"publisher","DOI":"10.1037\/0021-9010.88.5.879"},{"key":"ref022","doi-asserted-by":"publisher","DOI":"10.31926\/but.es.2023.16.65.1.5"},{"key":"ref023","unstructured":"PwC, Seeing is believing: How virtual reality and augmented reality are transforming business and the economy, 2019. 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