The new information technologies (IT) have not been ignored by large and medium-sized companies to make their products better known. This context has allowed, in turn, some companies to decide to introduce new marketing strategies, based on information from new technologies, to better position their products in the market. In this dynamic, augmented reality is a new technology that allows virtual reality to be added to a real physical environment, making it a novel tool for discovering new uses, forms, and consumption habits. AR aims to surprise the customer and get their full attention and interest and, based on all the information provided -which they have already visualized through an App via a mobile phone- of a product, it seeks to awaken the consumer's desire to buy it. This approach, undoubtedly, generates new uses of IT to know customer satisfaction that very few companies currently use or know about, since they assume that its cost is high, which is not necessarily the case.
TopIntroduction
Technology or its absence has shaped patterns of human information use over the centuries. In recent decades, the Internet has become an indispensable communication network linking billions of users on diverse platforms, from desktop computers to mobile and portable devices (Kim and Wang, 2021). Information Technology (IT) is the collective term for various technologies involved in information processing and transmission that may include computing, telecommunications, and microelectronics (Nyamboga and Kemparaju, 2002). In the early 1980's the American Library Association (1983, p. 183), defined these technologies as “the application of computers and other technologies to the acquisition, organization, storage, retrieval, and dissemination of information”. IT such as hardware, software, databases, bulletin boards, and electronic forums provide effective means of storing and sharing knowledge (Raudeliuniene, Albats and Kordab, 2021). In addition, Pandey and Chakraborty (2002, p. 11) have defined IT as “the use of hardware and software for efficient information management, i.e., storage, retrieval, processing, communication, dissemination, and sharing of information”. In this context, Emojorho and Adomi (2006) proposed that IT is a major driver of this era and defined it as a set of new technologies and their applications, including all aspects of the use of computers, microelectronic devices, satellites, the Internet, and communication technology. That is, IT encompasses computers, databases (online or offline), information networks (such as the Internet), electronic resources (such as e-books, e-journals, dissertations), software and hardware equipment (such as information infrastructure), and special information services (such as selective information dissemination, current affairs awareness services, content services, announcement services, electronic counters, among many others)(Mohsenzadeh and Isfandyari-Moghaddam, 2009).
Recent advances in IT have changed the way organizations operate. Much of this dynamic is because personal computers now do the work, even more efficiently, that was previously done by people. Computers are now connected to the corporate network and workers share programs, files, and electronic messages, which has increased telecommuting, and is increasing, primarily because people now can connect to corporate computer systems from home (Dasgupta, Sarkis and Talluri, 1999). Of course, the Internet has provided an environment where information can travel across business and geographic boundaries. As a consequence of this technological innovation companies are making increasingly significant investments in IT, consequently, IT is applied to manage organizational knowledge capital (Muthukumar and Hedberg, 2005), facilitate both the creation and implementation of knowledge management and, as mentioned above, allow for reduced barriers of time and space (Rathi, Given and Forcier, 2014). In other words, IT represents a knowledge-sharing facilitator by removing barriers and decreasing the time and effort needed to transfer specific knowledge (Dang, Le-Hoai and Kim, 2018). Therefore, IT is used, with great success, to connect people with codified knowledge and, above all, to create, share, store, and use important information efficiently (Podrug, Filipovic and Kovac, 2017).