Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON ROLE OF AGUMENTED REALITY (AR) AND VIRTUAL REALITY IN DIGITAL MARKETING WITH SPECIAL PREFERENCE TO AMAZON IN MADURAI CITY

P. MANIKANDAN, M. THILAK PANDIYAN, DR.P.ISWARYALAKSHMI

Abstract

Online shopping platforms are progressively incorporating Augmented Reality (AR) and Virtual Reality (VR) technologies to improve customer experience and decision-making. This study examines the body of research from journals that are indexed by Scopus to investigate the significance, advantages, difficulties, and potential applications of Augmented Reality and virtual reality in online retail settings. The report provides insights into how these technologies are changing the e-commerce scene by synthesizing findings from other investigations.

This study aims to explore the role of AR and VR in Amazon's digital marketing strategies, specifically in Madurai city. By examining how these technologies are being used for product visualization, virtual try-ons, immersive advertisements, and interactive customer engagement, this research will offer insights into how AR and VR can contribute to enhancing Amazon’s market presence and improving customer satisfaction in this growing regional market.

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References

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