Augmented reality (AR) generates a enhanced and augmented reality by coupling virtual and real worlds. AR facilitates primary features: a permutation of real and virtual worlds, real-time interaction and an exact 3D process of virtual and real objects. AR offers a new level of interaction between their products and consumers by engaging them in a totally new environment. This study identifies the current state of AR marketing and future research directions. Concentrated on the marketing value of AR, the study enlightens the concept of AR marketing value, the role of value sharing, and opportunities and challenges creating customer value in the AR platforms.

• Sang Jun Moon(MTF Leisure, Korea)
• Juran Kim(Jeonju University, Korea)
• Baigal Buyantogtokh(Jeonju University, Korea)
• Luo Yalan(Jeonju University, Korea)
• Hyng-Jin Kim(Business Agency, Korea)