International Journal of Management and Administration

Öz

Technology has evolved to be a concept of constant development and innovation, significantly impacting both individual and societal life. It has become a fundamental building block that influences personal inclinations, choices, and decisions, and is already present in many phases of human life. Individuals react to technological advancements they encounter in their daily lives, as they are not just consumers in the current era, but also producers. The responses to technological advancements extend to influencing purchasing activities and shopping behaviors of individuals. This study has been developed to analyze the role and usage of Augmented Reality technology, one of these technological advancements, in the transforming field of marketing and specifically in advertising. The evolution of the marketing concept has brought about new approaches, as is the case in almost every developing field. Among these new approaches, the influence of digitalization is acknowledged. Within these definitions, the concept of phygital marketing is included. The phenomenon of transferring real-life actions to a virtual (digital) environment has given way to the transfer of virtual (digital) environments into the physical, real-life aspect. The term "phygital", a combination of physical and digital, can be summarized as the reflection of digital phenomena, especially in the physical dimension, into everyday life. One of the application areas where the impact of phygital concept in marketing is evident is the use of Augmented Reality technology in advertisements, which defines the scope of this study.