期刊
INFORMATION
卷 13, 期 6, 页码 -出版社
MDPI
DOI: 10.3390/info13060278
关键词
digital enterprise; cloud platforms as a service; augmented reality; extended reality; customer experience; metaverse
资金
- University of Kassel
This research demonstrates how cloud platform as a service technologies host extended reality technologies and convergent technologies in integrated solutions, impacting digital marketing in significant ways. The study shows that extended reality technologies are reshaping digital marketing, shaping customer delivery models, possibly leading to new customer relationships, and reaching global mass customers.
This research highlights how cloud platform as a service technologies host extended reality technologies and convergent technologies in integrated solutions. It was only around 2019 that scholarly literature conceptualized the role of extended reality, that is, augmented reality, virtual reality, and mixed reality, in the marketing function. This article is a multiple case study on the leading eleven platform as a service vendors. They provide the programming technology required to host software as a service in the cloud, making the software available from everywhere. Of the eleven cases, 10% integrate technologies in solutions. Research results show that extended reality technologies reinvent digital marketing; as part of this, they shape the customer delivery model in terms of customer value proposition; favor the choice of customer channel (the orrthichannel); possibly lead to new customer relationships, such as cocreation; and reach global mass customers. Extended reality in the delivery model is complemented by other technologies in the operating model. These combinations provide the foundations of the business models, which are either network or platform business models. This study identifies a number of solutions enabled by extended reality, which have an integrated goal in the form of customer value contribution and are to be studied in further articles.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据