The awareness of phygital marketing in the context of generations

The rise of digital marketing leads businesses to develop new and innovative marketing techniques. In this context, the prominent approach is phygital marketing, which blends physical and digital marketing elements. The components of phygital marketing are augmented reality (AR) and virtual reality (VR). This study aims to investigate the awareness of Generations X, Y and Z regarding AR and VR applications. In the study, data were collected with semi-structured qualitative questions. Voyant Tools programme was used to analyse the data. The knowledge levels of X, Y and Z generations participants towards AR and VR based marketing techniques differ. Generations Y and Z are the most knowledgeable generation, while Generation X has the least knowledge and interest. Most participants believe that AR and VR applications have the potential to improve the marketing of products and services. Participants think that the applications can enrich the shopping experience in terms of visuality and interactivity. However, participants were also concerned that the applications could threaten the security of personal data. The findings suggest that AR and VR applications can be powerful tools in marketing.