Augmented Reality Marketing: Consumer Preferences and Attitudes Toward Hypermedia Print Ads

Yaoyuneyong, Gallayanee; Foster, Jamye; Johnson, Erik; Johnson, G. David

doi:10.1080/15252019.2015.1125316

Cited by 131 publications

(87 citation statements)

References 41 publications

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“…For customers, this means that AR may provide a context-sensitive interface with enriched information (Yaoyuneyong et al 2016) and a different form of interaction compared with current technologies (Javornik 2016b). Traditional (in-store) shopping allows for personal examination of offerings (Childers et al 2001), and AR-based service augmentation brings this service aspect to the online environment.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…For customers, AR's enrichment and enhancement of online interactions offers a close alignment with their natural information processing, so it can provide a sense of comfort in online decision making. For example, customers perceive AR-enhanced advertisements as more informative and effective than their print counterparts (Yaoyuneyong et al 2016). The potential of AR-based service augmentation to offer hedonic value, such as entertainment and shopping enjoyment, also should lead to higher customer satisfaction (Childers et al 2001).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

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Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Hilken

Ruyter

Chylinski

et al. 2017

J. of the Acad. Mark. Sci.

408

549

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Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers' online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers' privacy concerns.

show abstract

Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Hilken

Ruyter

Chylinski

et al. 2017

J. of the Acad. Mark. Sci.

408

549

View full text Add to dashboard Cite

show abstract

“…According to the 'Advertising Expenditure' (ADEX) reports that were released in early 2017, allocations for advertisements via traditional channels such as magazines, newspapers and televisions have been steadily facing a consistent decrease over the past few years [3], [4]. Hence, "augmented reality" (AR) as one of the current components of digital advertising medium that have emerged as a marketing device for marketers [5], considering its novel features like interactivity that induces a natural feeling of perceiving information on the outer sphere of reality [6].…”

Section: Introductionmentioning

confidence: 99%

Audience Engagement and Decision-Making through Augmented Reality Technology in Advertising: A Systematic Research

2019

IJITEE

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The effect of globalization and technological advancements has transformed the manner in which individuals connect and associate inside social norms. In line with this, worldwide advertising industry has moved to digital advertising for effective outreach target audience. Along these lines, to keep pace with the fourth industrial revolution era, prior researchers asserted the importance of novel approach advertisers incorporating virtual and reality worlds like augmented reality (AR) technology as an alternative advertisement platform. In addition, information pertaining to augmented reality advertising consumer behavior are still scarce and this warrants a systematic literature review in order to answer the following questions: (1) What were the main applications involved and describe the way they have change over time? (2) What methodologies have been employed in augmented reality advertising research? (3) What are the variables or theme utilised in augmented reality advertising research? (4) For future direction guide, what are the critical issues identified in augmented reality advertising? The study is a systematic review of publications published over a tenyear period spanning from 2010 to 2019. As conclusion, in order to keep pace with the advent of industrial revolution 4.0, further research must be done since AR technology employment in advertising is still at its infancy especially the adoption of AR in the developing countries.

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“…Following Grönroos (1990), in our conceptualization, AR-based service augmentation seeks to enhance not only the product offering but also the interaction between customers and the online organizational frontline. For customers, this means that AR may provide a context-sensitive interface with enriched information (Yaoyuneyong et al 2016) and a different form of interaction compared with current technologies (Javornik 2016b). Traditional (in-store) shopping allows for personal examination of offerings (Childers et al 2001), and AR-based service augmentation brings this service aspect to the online environment.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…Thus, there is an opportunity for future research to empirically test AR's value drivers in other steps of customer journey. For the early steps in the customer journey (e.g., need recognition and awareness), initial research has shown that customers generally find AR-based ads more informative (Yaoyuneyong et al 2016); however, further research is necessary to identify specific AR features and describe the underlying value creation process for advertising with AR. Investigating AR as a platform for post-purchase WOM presents another opportunity for future research.…”

Section: Future Research Avenuesmentioning

confidence: 99%

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Augmented Reality Marketing: Consumer Preferences and Attitudes Toward Hypermedia Print Ads

Cited by 131 publications

References 41 publications

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Audience Engagement and Decision-Making through Augmented Reality Technology in Advertising: A Systematic Research

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