Augmented or admented reality? The influence of marketing on augmented reality technologies

As mobile and wearable devices that enable digital content to be displayed over physical surroundings continue to develop, scholars are increasingly interested in these 'augmented reality' (AR) technologies. While much of the focus has either been on the technological development of these devices and their potential for changing user perception, there has been less attention paid to the stakeholders and companies developing these technologies. This study examines developments in the industry itself, where companies are finding resources and structuring their businesses, and how this has created a momentum toward marketing and advertising. The intricate link between marketing and AR is one that has implications for how the technology is developing, what experiences are possible through the technology, and the future contexts in which AR is deployed.