Augmented and Virtual Reality and Consumer Engagement in Education Sector: An Empirical Analysis

Abstract

Purpose-The study examines the result of the recent AR / VR marketing technologies on consumer engagement providing strategies to design an ironic and immersive atmosphere that is able to bring high-impact and unforgettable learning and teaching experience skills to the new real world.

Methodology- The study uses structural equation modeling to assess the relationships among the proposed constructs. The sample were the students from Bangalore region and an e-questionnaire was sent to them for collection of the data.

Results, Findings & Analysis- The study proves that the adoption of AR / VR technology improves the learning skills and it is really advantages to invest both time and financial resources. By using of technological tools in education such as AR / VR improves the student’s creativity thinking skills, communicating style, problem solving capability, which is known as so-called-21^st-century skills, these are really necessary to transform the material rather than just receive it.

Conclusion and Practical Implications- The growing level of consumer engagement, and self-learning, accepting multi-sensory technology learning skills, imagination level that converting real things into imaginary world are all bringing new era in education sector by using AR/VR marketing.