Realidad Aumentada en educación y marketing digital: Una revisión sistemática de la literatura y su impacto transformador

María García de Blanes Sebastián; Marisol Carvajal Camperos; Daniel  Corral De la Mata

doi:10.31637/epsir-2024-989

Authors

María García de Blanes Sebastián Rey Juan Carlos University https://orcid.org/0000-0002-9169-3337
Marisol Carvajal Camperos Rey Juan Carlos University https://orcid.org/0000-0001-9639-4136
Daniel Corral De la Mata Rey Juan Carlos University https://orcid.org/0000-0002-1375-0092

DOI:

https://doi.org/10.31637/epsir-2024-989

Keywords:

augmented reality, education, digital marketing, interactivity, immersive, digital transformation, consumer engagement

Abstract

Introduction: Augmented reality (AR) emerges as a revolutionary technology in education and digital marketing, which has gained prominence for its ability to transform education and digital marketing by overlaying digital information on top of the real world to create interactive experiences. This study systematically reviews the literature to explore its impact and transformative potential. Methodology: This systematic review uses the PRISMA methodology to explore applications, benefits, and challenges of AR. Results: The results show that AR in education enhances immersive and personalized learning, while in digital marketing it increases consumer interaction and satisfaction. However, it faces technological and adoption challenges. Discussion: AR transforms educational and marketing practices but needs to overcome technological and adoption challenges to maximize its effectiveness. Conclusions: AR has a transformative impact on education and digital marketing, offering significant opportunities to enhance consumer learning and interaction. This systematic review highlights the need for further research and development of this emerging technology.

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Author Biographies

María García de Blanes Sebastián, Rey Juan Carlos University

PhD in Economics from the Universidad Rey Juan Carlos, with a Master's Degree in Digital Marketing (UOC), a Management Development Programme (IESE), a Master's Degree in Marketing and Commercial Management (ESIC) and a Bachelor's Degree from the Universidad Complutense. She has published in several magazines, books and manuals. She has more than twenty years of experience in marketing, sales, operations and business intelligence in companies such as Orange, Zed Worldwide and Telvent among others. She has developed business and marketing plans, market research, commercial strategies and advertising campaigns and has worked on product launches and the development of marketing solutions, including e-commerce and chatbots. She is also a lecturer at universities and business schools, teaching undergraduate and master's degree courses in e-commerce, marketing and lean management, and tutoring undergraduate and master's degree final projects in SEO, SEM and web analytics. Business Mentor at Fundación Madrid to support startups.

Marisol Carvajal Camperos, Rey Juan Carlos University

PhD in Business Administration and Management from the Complutense University of Madrid, cum laude and international mention. Industrial Engineer certified in Spain, MBA from the Instituto de Estudios Bursátiles (IEB) in Madrid, and specialist in Human Resources and Business Management from universities in Venezuela and Colombia. An international teacher and lecturer, she has worked at Westfield Business School, CEIPA Business School and the Universidad Rey Juan Carlos (URJC). She has published articles in JCR and Scopus journals, and is a blind peer reviewer. She has been Vice-Dean, Dean and Vice-Rector at Euro-EAD Madrid, and is Director of the Master in Human Talent Management at EIG-UIDES. She has held senior management positions in companies in Latin America and Spain.

Daniel Corral De la Mata, Rey Juan Carlos University

PhD in Business Administration and Management from the Universidad Rey Juan Calos (URJC), cum laude. Experience backed by more than 30 years of activity in the financial sector, performing Commercial Management functions at both network and Territorial Management level. Experience in positions of responsibility at Central Services level, in departments such as ‘Marketing’, ‘Alternative Channels’, ‘Means of Payment’, ‘Management Control and Business Development’, ‘Internet and Online Banking’ and ‘Asset Management’. Professor at the Rey Juan Carlos University (URJC). He has published articles in JCR and Scopus journals. Member of the research team: MARPRISO and of the consolidated teaching innovation group in data intelligence, information systems and new trends.

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