Use of innovations in marketing: Generation Z's perception of augmented reality

Throughout history, with the development of humanity, technology has also progressed in the same direction and today, smartphones, mobile devices, and technological devices that work in integration with each other have become an integral part of individuals' daily lives. Thanks to smartphones, the internet has created the potential of a network of use at any time and every information needed has been easily accessed. The concept of augmented reality is a technology that has started to take place in the lives of users with the development of technology and will continue to develop. This application can make you look like the real or even the real thing and contributes to making the virtual one clearer, more vivid, and more understandable. In the 21st century, virtual and reality are lived together and daily lives have left their place to virtuality. On the other hand, businesses use augmented reality lenses that combine reality and virtuality over social media applications in order to increase their awareness and carry out their marketing strategies in parallel with the development of the era. Especially, it is important for companies to win the Z generation, which was born in 2000 and grows with technology and is constantly loaded with information, as loyal customers and to create brand awareness in their minds. In Turkey, especially e-commerce companies such as Trendyol and Yemek Sepeti are trying to attract consumers to their channels by using augmented reality lenses over social media applications. This study, it is aimed to investigate the positive or negative contribution of the advertisements given through the use of innovations in this marketing strategy on the customer portfolio. The obtained results were interpreted by using a structured interview method from qualitative research methods. As a result of the research, the marketing method using augmented reality is effective for the Z generation and attracts their attention, it was said by the participants that the companies should constantly update the content they produce.