Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends

Riar, Marc; Korbel, Jakob J.; Xi, Nannan; Meywirth, Sophia; Zarnekow, Rüdiger; Hamari, Juho

doi:10.1007/978-3-031-14961-0_14

Cited by 3 publications

(2 citation statements)

References 90 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Second, interactive marketing research calls for utilizing the social capabilities of interactive marketing tools to connect consumers with each other and create a sense of social presence (Riar et al , 2023). Prior studies have explored the possibility of AR for shared decision-making (Hilken et al , 2020).…”

Section: Discussionmentioning

confidence: 99%

“…Moreover, research on interactive marketing suggests to utilizing the potential social capabilities of AR and VR to satisfy the need of consumers to share experiences about products and brands (Riar et al , 2023). In line with this, social signals based on user-generated data such as “a recommend good product” and “ranked top N in the same region” have appeared in some VR apps.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing

Sun,

Ye,

et al. 2023

JRIM

View full text Add to dashboard Cite

PurposeIn the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology can not only recreate scenes similar to the real world (virtual authenticity, VA) but also create fictitious and desirable scenes that do not exist in the real world (virtual ideality, VI). The differences between VA and VI in influencing consumers' responses have not been fully understood. In addition, social signals have appeared in VR apps. However, the role of social signals in a VR context has rarely been studied. To fill the gaps in the literature, this study investigates the roles of VA and VI in shaping consumers' responses, as well as whether and how their effectiveness in shaping consumers' responses is influenced by social signals.Design/methodology/approachA VR real estate service platform was selected as the experimental platform, and two experiments were conducted to test the hypotheses. The ANOVAs and regressions were used for data analysis.FindingsResults show that VA leads to a higher level of perceived diagnosticity than VI, whereas VI leads to a higher level of inspiration than VA; perceived diagnosticity and inspiration positively affect visit intention. Furthermore, the relationship between consumers' perceived diagnosticity, inspiration and visit intention is moderated by the presence of social signals.OriginalityThe study revealed the differences between VA and VI in shaping consumers' responses, as well as the effect of social signals in VR environment, which provide a new perspective for future VR research in the context of interactive marketing.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing

Sun,

Ye,

et al. 2023

JRIM

View full text Add to dashboard Cite

show abstract

The impact of augmented reality on consumer behavior: a focus on value development, leading to brand engagement and purchase intention

Negm

2024

MSAR

View full text Add to dashboard Cite

PurposeThis study investigates the impact of augmented reality (AR) on consumers’ shopping process, focusing on value creation, brand engagement and purchasing intents.Design/methodology/approachThis quantitative deductive study analyzed 393 questionnaires through non-probability sampling. A cross-sectional timeframe was applied; data collection took place in May 2023 to provide a snapshot of Egyptian consumers’ responses to AR. Once the needed data were collected, statistical analyses were conducted through the statistical package for social science (SPSS).FindingsThis study shows that in the shopping process, AR vividness, interactivity and informativeness lead consumers to develop utilitarian values toward the technology, and AR interactivity generates hedonic values towards the technology. When consumers sense the hedonic and utilitarian values, it impacts consumers purchase intention. Hedonic value in AR leads to consumers’ brand content consumption and creation; utilitarian value in AR leads to consumers’ brand content consumption, contribution and creation.Practical implicationsAR developers, brand managers and marketers may use this study to understand the current AR landscape and consumer responses toward AR (value development, purchase intention and brand engagement). With these insights, they can make better strategic decisions that include AR usage in brand marketing tactics.Originality/valueThis study develops conclusions to grasp more clearly and in-depth why and how AR impacts consumers’ shopping process. This study addresses various literature gaps, enhancing the understanding of AR: the salient AR attributes that offer consumers hedonic and utilitarian values and how AR influences consumer behavior, specifically when it comes to the development of brand engagement and purchase intents.

show abstract

Unveiling the Augmented Realm: Exploring the Dynamic Relationship between Augmented Reality Technology and Consumer Engagement for Enhanced Purchase Behavior

Ngoc Bao Tran

2024

JBLM

View full text Add to dashboard Cite

This research paper aims to investigate the dynamic relationship between augmented reality (AR) technology and consumer engagement, specifically focusing on how AR influences consumer purchase behavior. With the rapid advancements in technology and the increasing prevalence of AR applications in various industries, it is crucial to understand the impact of AR on consumer engagement and its potential to enhance purchase behavior. By examining existing literature, empirical studies, and real-world examples, this paper explores the multifaceted aspects of AR technology, its ability to create immersive experiences, and its influence on consumer behavior. The findings of this research will contribute to a deeper understanding of the role of AR in shaping consumer engagement and provide insights for businesses to effectively leverage AR to enhance their marketing strategies and drive consumer purchase behavior.

show abstract

Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends

Cited by 3 publications

References 90 publications

Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing

Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing

The impact of augmented reality on consumer behavior: a focus on value development, leading to brand engagement and purchase intention

Unveiling the Augmented Realm: Exploring the Dynamic Relationship between Augmented Reality Technology and Consumer Engagement for Enhanced Purchase Behavior

Contact Info

Product

Resources

About