**4. Proposal**

Based on the results of the questionnaire, **Figure 1** shows the following model that proposes the importance of using augmented reality as an emerging technology to promote products and services, which help to evaluate the real state of traditional marketing campaigns and then apply the model and obtain results ideal, helping to generate a different and innovative experience to advertise products and services through an emotional connection with people through mobile devices.

#### **Figure 1.**

*Model on the importance of using augmented reality as an emerging technology to promote products and services. Source: Own elaboration.*
