Business & Entrepreneurship Journal

Augmented Reality Marketing Implementation in Greek SMEs - A SWOT Analysis

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  • Abstract


    Augmented Reality (AR) has established itself as a transformative tool in the domain of marketing, enabling both immersive and interactive experiences for consumers. The inherent capability of AR to overlay digital content onto the real world provides marketers with unparalleled opportunities to connect with their target audience. For the effective integration of Augmented Reality Marketing (ARM) within Greek Small and Medium-sized Enterprises (SMEs), it's essential to capitalize on inherent strengths, address potential weaknesses, exploit existing opportunities, and strategically navigate anticipated threats. Fundamental to the successful incorporation of ARM in this context is the development of a carefully crafted strategy, enriched by a deep understanding of the local market dynamics. From a methodological standpoint, this research draws upon a set of predetermined keywords sourced from renowned databases such as Google, Google Scholar, Semantic Scholar, Science Direct, and Scopus. Using secondary data, the collated information was analyzed using the SWOT framework, facilitating a thorough examination of strengths, weaknesses, opportunities, and threats. To achieve this, a SWOT analysis was systematically employed, offering a comprehensive view of the potential for integrating augmented reality marketing within Greek SMEs.


    Keywords: Augmenting Reality Marketing, Digital Marketing, SMEs, Swot Analysis, Greece, Greek enterprises.