Model design to investigate the role of augmented reality technology on contextual marketing: a system dynamics approach

In E-commerce, one of the most essential reasons of company failures is conveying the right content of their product to the customers at the wrong time. This could include the company inability to adapt to their environment dynamically. With the existence of special circumstances like COVID-19 pandemic, companies require launching new techs, if they are to grow and stay competitive, and since the technology and related factors have a major effect on marketing success, “Systems Dynamic” sounds like a suitable tool in this regard. This article discusses augmented reality (AR) roles in contextual marketing (CM) using a system dynamics approach. After the identification of the key variables in both augmented technology and CM fields, casual relationships are defined. Then, the mathematical functions between these variables are extracted and the behavior of each factor is analyzed. Finally, based on this behavioral model, various scenarios are simulated to demonstrate how augmented reality technology can enhance the CM.