Abstract:
This thesis dives into the topic of augmented reality in the automotive industry. It explores the influence of augmented reality on the level of involvement and emotion during the customer experience of the B2B vs B2C sector. Several propositions were formulated based on the literature review, no hypotheses or conceptual framework was made. It concerns a qualitative study for which a number of interviews have been conducted. These interviews were done with fleet managers (B2B) and private consumers (B2C) to come up with the data. In the end, there is provided a conceptual framework which could be used in future research on the topic.
