Investigation on the marketing contribution of the augmented reality and virtual reality applications as a sample as a transition to phygital marketing from digital marketing

It has become inevitable for technology, which develops rapidly in terms of individuals adapting to a virtual world, to affect every aspect of their lives. The technological and technological factors that affect individuals from their lifestyle perspective also affect their shopping habits. Individuals who can be aware of everything at any moment and who can easily access the information are devoted to the passive role. Therefore, in today's age, individuals are not only in a consuming position but also in a production-influencing position. This requires the brands that make up the marketing strategy or the technological innovations of the companies to follow and actively use them. This study aimed to examine whether individuals do not have an age limit to adopt technological innovations and to examine the effects or contributions of these innovations on marketing. The transition from digital to phygital is a new concept. Augmented reality and virtual reality applications within this phygital order are much more involved. Phygital applications, which provide a more realistic and more tangible environment for individuals, are successful in attracting their attention. It has been found appropriate to use the online survey in the quantitative research category in order to be able to obtain opinions about the phygital marketing which takes place among the marketing techniques. As a result of the study, it has been seen that individuals will easily adapt to the phygital marketing content, including augmented reality and virtual reality applications, and the positive effects of these applications will be consumed.