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An approach for dynamic testing of augmented reality in retail contexts

Christian Sonnenberg et al.

International Journal of Technology Marketing2025https://doi.org/10.1504/ijtmkt.2025.145384article
AJG 1ABDC C
Weight
0.44

What the paper says

Augmented reality (AR) presents a variety of potential opportunities in retail spaces. However, as compared to traditional web-based marketing, it also faces greater challenges due to increased costs, longer development times, and a lack of standards. This study aims to address these challenges, presenting an approach that can increase developer efficiency and improve usability in AR retail apps. The proposed AR prototyping tool facilitates dynamic, real-time adjustments of AR elements without the need for full application expenditure. This also allows marketers to quickly develop AR mockups and test in-person retail promotional outlays. Our research includes a mixed-methods approach to identify the specific challenges of AR development in a retail environment, present developers with a scalable alternative, and prioritise which attributes of AR are most important for dynamic adjustments.

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https://doi.org/https://doi.org/10.1504/ijtmkt.2025.145384

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@article{christian2025,
  title        = {{An approach for dynamic testing of augmented reality in retail contexts}},
  author       = {Christian Sonnenberg et al.},
  journal      = {International Journal of Technology Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijtmkt.2025.145384},
}

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An approach for dynamic testing of augmented reality in retail contexts

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Evidence weight

0.44

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.32 × 0.4 = 0.13
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.