Enhancing E-Commerce Engagement: Exploring AR and VR-Based Marketing Strategies

In the field ofae-commerce, augmented reality (AR)aand virtual reality (VR) technologies have drawn a lot of attention since they provide cutting-edge methods to improve online purchasing and increase customer interaction. This study offers a thorough analysis of the body of research on augmented reality and virtual reality-based e-commerce marketing tactics. The paper examines how AR and VR technologies have evolved in the setting of e-commerce and how they might affect marketing strategies through a combination of methodological approaches, theoretical frameworks, and research findings. The use of AR and VR in product visualization, virtual try-on experiences, interactive ads, and immersive shopping environments are some of the key subjects explored. The methodology section covers the range of research methods used to examine marketing strategies based on AR and VR, including bibliometric analysis, simulations, and experimental studies. The study tackles research gaps and obstacles, such as user adoption barriers, ethical considerations, and the need for empirical validation of marketing efficacy, while also underlining the tremendous opportunities presented by AR and VR technology. The section that concludes highlights potential avenues for future study as well as practical applications for e-commerce companies wishing to use AR and VR to improve customer experiences and gain a competitive edge.