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Augmented reality marketing: How mobile AR-apps can improve brands through inspiration

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Abstract

Augmented Reality (AR) is a promising and growing field in marketing research and practice. Very little is known if, how, and why AR-apps can impact consumers' perception and evaluation of brands. The following research presents and empirically tests a framework that theorizes how consumers perceive and evaluate the benefits and augmentation quality of AR apps, and how this evaluation drives subsequent changes in brand attitude. The study reveals consumer inspiration as a mediating construct between the benefits consumers derive from AR apps and changes in brand attitude. Besides providing novel insights into AR marketing theory, the study also suggests that marketers should consider evaluating mobile AR apps based on the inspiration potential (and not simply based on consumer attitudes, such as star-ratings in app stores).

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... Based on their experience, this means they were able to show that, active parts of AR including three dimensional animations and movements graphics grabs consumers' attention more. They also deplored those elements constituents of AR advertisements results in varied visual attention levels [11] in their study of 2019 found a number of characteristics that contribute to engagement which they noted as interactivity, vividness and novelty. Among those, interactivity benefits the consumer because consumers are able to alter real objects in response to their actions and achieve a higher degree of control than in traditional ads. ...
... Remote eye-tracking technique has been shown to be useful for measuring effects of AR on visual attention. In their study on exploring consumer experiences of AR applications in online shopping contexts [11], deployed eye-tracking method. In their studies, they established that eye-tracking provides accurate view figures of where consumers attend to, and thereby assisted in defining the perceived visual addition of AR aspects. ...
... This engagement is important especially to the packaged food products as it gives them some kind of stand out from the different rivals and at the same time establishes a good rapport with the consumers. AR advertising can also stimulate the respondent emotionally and, or mentally, compared to conventional and/or regular advertising techniques [11] also examined consumer emotions from AR and concluded that because AR ads create a sense of immersion, consumers felt emotion and had better recall of the advertised products. Consumers often associate products to certain feelings and having such feelings, they are more likely to be persuaded to purchase a product advertised using augmented reality. ...
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This study examines how Augmented Reality (AR) is used in retail advertising, focusing on trends, themes, and factors that influence its adoption, as identified in academic literature. The goal is to understand how AR applications have evolved and their impact on advertising strategies in retail. The study utilized various analytical methods, including bibliometric analysis, word cloud analysis, Principal Component Analysis (PCA), and streamgraph analysis. Data was collected from Scopus and Web of Science databases, and analysis tools included VOSviewer, Voyant Tools, Python (using the sklearn library), and R’s streamgraph library.The results indicate a rising interest in AR for boosting customer engagement. Major themes identified include user interaction, immersive shopping experiences, and technological innovation. PCA highlighted the key components that drive AR adoption, while streamgraph analysis illustrated how research trends have changed over time.This research sheds light on the increasing significance of AR in retail advertising and provides valuable insights for future research and practical applications in the industry.
... Researchers in marketing have laid the groundwork for the demand for augmented reality apps (Grzegorczyk, Sliwinski, & Kaczmarek, 2019). Previous studies has focused on how the deployment of AR capabilities in apps affects consumer perception and brand attitude (Rauschnabel, Felix, & Hinsch, 2019), how augmented reality applications speed up consumer decision-making (Fan, Chai, Deng, & Dong, 2020), and the way several brands advertise AR (Feng & Mueller, 2019). Although there is relatively little study on customer behaviour, AR features, and qualities, (McLean & Wilson, 2019) advised to casually combine AR elements to shopping app interaction. ...
... The construct of interactivity was adapted from (Whang, Song, Choi, & Lee, 2021) seven-point scale. Vividness was measured through a seven-item scale of (Whang, Song, Choi, & Lee, 2021), Enjoyment was adapted from (Rauschnabel, Felix, & Hinsch, 2019) & (Fang, Zhao, Wen, & Wang, 2017) seven-point scale. The Construct Brand engagement was evaluated with five items from (Nikhashemi, Knight , Nusair , & Liat, 2021) and impulse buying behaviour was adapted and modified with four items from (Parboteeah, Valacich, & Wells, 2009) & (Rook & Fisher, 1995). ...
... Researchers in marketing have laid the groundwork for the demand for augmented reality apps (Grzegorczyk, Sliwinski, & Kaczmarek, 2019). Previous studies has focused on how the deployment of AR capabilities in apps affects consumer perception and brand attitude (Rauschnabel, Felix, & Hinsch, 2019), how augmented reality applications speed up consumer decision-making (Fan, Chai, Deng, & Dong, 2020), and the way several brands advertise AR (Feng & Mueller, 2019). Although there is relatively little study on customer behaviour, AR features, and qualities, (McLean & Wilson, 2019) advised to casually combine AR elements to shopping app interaction. ...
... The construct of interactivity was adapted from (Whang, Song, Choi, & Lee, 2021) seven-point scale. Vividness was measured through a seven-item scale of (Whang, Song, Choi, & Lee, 2021), Enjoyment was adapted from (Rauschnabel, Felix, & Hinsch, 2019) & (Fang, Zhao, Wen, & Wang, 2017) seven-point scale. The Construct Brand engagement was evaluated with five items from (Nikhashemi, Knight , Nusair , & Liat, 2021) and impulse buying behaviour was adapted and modified with four items from (Parboteeah, Valacich, & Wells, 2009) & (Rook & Fisher, 1995). ...
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Augmented reality technology is a multi-sensory experience which mixes the actual environment with computer-generated content. Smart technology, such as smart appliances or smartphone apps, have largely taken over modern lifestyle. Many organizations have started implementing augmented reality applications due to technical advancements for improved consumer experiences. This study set out to determine how an augmented reality technology features affected participants' desire to make an online impulse purchase. The study lists interaction, vividness and enjoyment as three aspects of an AR experience. We examined 333 customers' experiences in the western region of India utilizing an AR application for virtual try-on of MyGlamm brand cosmetics using a likert-style survey. A variance-based-structural-equation-modelling method via Smart PLS was used to explore the hypothesized connection between all variables. The findings showed that augmented reality features influence customers to make online impulse purchases. Brand engagement serve as a viable mediator for the augmented reality experience to have positive effect on online impulse buying behaviour. Interactivity, vividness and enjoyment positively influence brand engagement leading to online impulse buying behaviour and brand engagement also positively influence online impulse buying behaviour. The work contributes to the existing body of knowledge, how augmented reality's effects on consumers' involvement with cosmetic brands and their purchasing behaviour by studying the idea of technological innovation in the context of new media environment. The results provides insights to the marketers and carrier service operators about the use of augmented reality technologies.
... Hedonic Value Perception reflects the enjoyment derived from using AR applications and plays a significant role in shaping consumers' attitudes towards the technology and enhancing satisfaction levels (Rauschnabel et al., 2019). The experiential benefits of AR technologies augment the hedonic value perceived by consumers, positively influencing their emotional J o u r n a l P r e -p r o o f responses and satisfaction (Lee & Park, 2024). ...
... The hedonic value perception findings were mixed, with significant effects on attitudes and satisfaction in non-AR environments but not in AR contexts. This contradiction with prior findings (Rauschnabel et al., 2019) implies that while hedonic value holds a significant influence in non-immersive environments, MAR's inherent capacity to engage consumers emotionally may reduce the additional impact of hedonic perceptions. Instead, AR environments seem to blend both hedonic and utilitarian benefits into a single immersive experience that might not require separate reinforcement from hedonic value. ...
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Despite the growing application of Mobile Augmented Reality (MAR) in retail, research lacks empirical focus on how MAR influences the consumer decision-making process through affective, cognitive, and behavioral responses. This study investigates the effects of interactivity, system quality, perceived informativeness, and reality congruence on consumers' emotional and behavioral responses. A preliminary survey identified the product and platform for experiment, and an experimental study tested MAR's effects on 125 female participants. Results highlight that the AR-enabled condition exerts a stronger effect on consumer purchase and continuance intentions. The findings offer practical insights for retailers on leveraging MAR to optimize customer satisfaction and purchasing behavior.
... Hedonic Value Perception reflects the enjoyment derived from using AR applications and plays a significant role in shaping consumers' attitudes towards the technology and enhancing satisfaction levels (Rauschnabel, Felix, & Hinsch, 2019). The experiential benefits of AR technologies augment the hedonic value perceived by consumers, positively influencing their emotional responses and satisfaction (Lee & Park, 2024). ...
... The hedonic value perception findings were mixed, with significant effects on attitudes and satisfaction in non-AR environments but not in AR contexts. This contradiction with prior findings (Rauschnabel et al., 2019) implies that while hedonic value holds a significant influence in non-immersive environments, MAR's inherent capacity to engage consumers emotionally may reduce the additional impact of hedonic perceptions. Instead, AR environments seem to blend both hedonic and utilitarian benefits into a single immersive experience that might not require separate reinforcement from hedonic value. ...
Chapter
The retail industry is experiencing a marketing transformation through the use of augmented reality (AR), particularly in beauty products. Customer engagement and integration with digital tools are critical tools to enhance positive predisposition toward their platform leading to better visibility. This study explores how user experience (UX) and interactivity (INT) influence attitudes toward AR applications, with a focus on the moderating role of cognitive enjoyment (CGE). Data were collected through online platforms from 310 young female students and professionals familiar with AR technology in online shopping. The analysis was performed using partial least squares structural equation modeling (PLS-SEM), with constructs adapted from established scales to fit the study's needs. Results indicate that positive UXs and high levels of interaction significantly enhance attitudes toward AR apps. Furthermore, CGE was found to be a significant moderator, amplifying the effects of UX and interaction on user attitudes. These findings extend existing theories of technological acceptance to the use of AR in retail, suggesting that enhancing UX and interactivity, while emphasizing the enjoyable aspects of AR, can foster more positive attitudes and potentially increase adoption rates. This study contributes valuable insights into the strategic use of AR technology in retail environments, offering implications for designers and marketers aiming to enhance consumer engagement through innovative digital tools.
... Consumers view AR as an assistance and information resource that influences their purchase decisions and experiences (Sung, 2021). The increased use of smartphones made AR a pervasive marketing tool; its integration influences consumers' behavior and assists firms' activities, sales and services (Rauschnabel et al., 2019(Rauschnabel et al., , 2022. AR leads to enhanced brand engagement, satisfaction, shopping experience, decision-making and feedback (Hilken et al., 2018;McLean and Wilson, 2019). ...
... Past literature has examined the relationship between perceived usefulness and the use of new technologies (Bigne, 2021). In the context of AR, if consumers believe technology is helpful, they welcome it (Rauschnabel et al., 2019). Technology is critical for retail success, improving creativity, efficiency and performance (Mourtzis et al., 2020;Rhee and Lee, 2021). ...
... For example, a consumer purchasing a sofa from Ikea can use an AR application to visualize how the sofa would appear and fit in their living room (real-life environment)an experience not available on traditional online retail platforms (Riar et al., 2021). This aspect of enabling the personalized, immersive and interactive buying experience for the consumers has led to the growing popularity of ARRT among the major online retailing platforms (Rauschnabel et al., 2019) and researchers (Kumar et al., 2022). Statistically, AR market size is expected to reach USD 198 billion globally with more than 1.73 billion users by 2025 (Statista, 2021). ...
... Interactivity revolves around user engagement with the medium or among users, whereas augmentation focuses on how the medium interacts with the surrounding environment. Augmentation of online products through AR-enabled platforms enables a realistic experience of virtual objects/products within real physical settings (Rauschnabel et al., 2019). Higher-quality augmentation, which smoothly merges virtual and actual surroundings, considerably impacts consumer responses, notably their purchase intention (Watson et al., 2018). ...
Article
Purpose The integration of augmented reality retail technology (ARRT) in retailing industry has emerged as a key driver for transforming the consumer experiences and driving online sales. However, inconsistent findings in the existing research literature highlight the need for subsequent research efforts. The purpose of this study is to examine how augmented reality (AR) features like interactivity, flow experiences, augmentation and consumer engagement, contribute to retailer’s success in the online marketplaces. Design/methodology/approach This meta-analysis study uses the theoretical lens of task-technology fit to synthesize and analyze the empirical results of existing AR studies published until March 2024. Findings All ARRT features examined in this study directly impacted online buyers’ purchase intention. Moderators’ analysis only partially supported the hypotheses proposing a significant difference in the effect size of ARRT features on purchase intention based on the country’s GDP per capita and innovation level. While GDP per-capita moderated three relationships, innovation level moderated four out of six interactions studied. Originality/value This meta-analysis enhances the existing ARRT literature by using the task-technology fit theoretical framework, offering a dual perspective encompassing customers and businesses. Unlike popular technology innovation theories and models, such as Unified Theory of Acceptance and Use of Technology and technology acceptance model, which predominantly focus on consumers, this perspective provides concrete directions for designing AR-enabled retail platforms that meet the task requirements of both consumers and retailers.
... Thus, when customers feel a higher sense of social presence (humanized warmth) in the travel websites they visit for searching or purchasing travel products/services, the impact of the convenience of each service (access, search, rating, transaction, ownership, and post-purchase convenience) on consumer satisfaction is enhanced. In Augmented reality (AR) experiences, Wanna Kicks are focused on providing consumers with augmented information and experiences so that they can make informed, effective purchasing decisions (Rauschnabel et al., 2019). In online shopping, the ability of VR to provide a 360-degree view of a product can increase the value of utilitarian shopping through enhanced information processing (Alzayat & Lee, 2021). ...
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The purpose of our study was to identify the psychological mechanisms through which VR presence and enjoyment influence travel intentions and explore how elements of different contexts (hedonic and utilitarian values) to influence travel experience satisfaction. We used Credamo to collect our data and used SPSS 28.0, AMOS 28.0, SPSS Process Macro to analyze the data. The results of analysis showed that VR presence and VR enjoyment positively influence travel experience satisfaction, which, in turn, boosts tourist happiness and positively influenced travel intention. Moderating effect indicate that utilitarian values strengthen the relationship between VR presence and travel experience satisfaction and hedonic values strengthen the relationship between VR enjoyment and travel experience satisfaction. In addition, this study potentially reveals the subtle interrelationships between various factors influencing tourists' behaviors. And it offers key insights into tourist psychology in VR-driven destination marketing.
... AI's capability to analyze large datasets and fine-tune influencer strategies has significantly boosted the effectiveness of virtual influencers in personalized marketing. This became especially important during the pandemic, when consumer behavior shifted toward increased online content consumption (Lee & Ma, 2022; As a result, virtual influencers emerged as valuable assets for brands, offering cost-effective, easily controlled marketing strategies (Rauschnabel et al., 2019;Koetsier, 2020). This AI-driven innovation in influencer marketing not only reshapes brand-consumer interactions but also enhances strategic targeting and scalability. ...
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Virtual influencers, aided by artificial intelligence (AI) and computer-generated imagery (CGI), have emerged as key participants in the digital marketing scene. This study investigates their expanding importance, focusing on how AI technologies enable these digital personas to interact with audiences, personalize content, and optimize marketing strategies. Virtual influencers give marketers unprecedented control over messaging and audience engagement, making them a cost-effective and adaptive alternative to actual influencers. However, their popularity has created serious ethical questions, particularly about authenticity, transparency, and the manipulation of consumer trust via parasocial connections. This study examines the current literature on AI-powered virtual influencers, evaluating their effectiveness and the problems they offer to the future of marketing
... Boateng & Narteh, 2016;Naidoo & Potgieter ,2017;Bertrand, 2013 (Bairrada et al., 2018;Bügel et al., 2011;Carroll & Ahuvia, 2006;, Bicakcioglu et al., 2016Rodrigues & Rodrigues ) (Chen et al.,2021 ;Xu et al.,2022;Yang, 2021 Li & Meshkova, 2013;Sung & Cho, 2012 ;Holdack et al.,2022;Choi& Kim,2023;Yim & Park ,2019;Rauschnabel et al., 2019;Moon et al., 2017 ;Loumos et al.,2018;Chen etal.,2023;Anifa& Sanaji,2022;Schwartz, 2011;Hilty et al.,2020;Walker etal.,2019;Poushneh& ...
... As marketing perspectives shift towards a holistic customer experience and personalized journeys, positivity becomes the basis for greater brand engagement and loyalty (Dwivedi et al., 2021). The integration of AR in marketing has further enhanced consumer-brand interactions, positive brand attitudes, and engagement (Ambika et al., 2023;Rauschnabel et al., 2019). Positive perceptions of AR attributes in mobile apps enhance brand engagement and future usage intention (McLean & Wilson, 2019). ...
Article
Augmented reality (AR) has garnered considerable interest for its potential to motivate engagement and advance customer-brand interactions. This study explored the impact of reality congruence (RC) of AR-menus on brand information sharing (BIS) in fast-food restaurants, particularly among Generation Z (Gen Z), as well as the mediating effects of usefulness of AR menu (UAR) and brand positivity (BP) on this relationship. Media Richness Theory (MRT) was employed as the theoretical umbrella for developing the study model. To validate the research model, we employed structural equation modeling (PLS-SEM) with a sample of 209 respondents. The results demonstrate that reality congruence of AR menus is a relevant predictor of Gen Z members’ behavior in sharing information about the brand. Furthermore, this relationship was mediated by the UAR and BP. The findings also demonstrated that UAR and BP had a sequential mediating effect on the relationship between the RC of AR-menu and BIS. This revolutionary study revealed that RC of AR-menu in restaurants fosters positive behaviors in fast food settings. By highlighting AR's potential to create engaging dining experiences for Gen Z members, this study offers valuable insights for service businesses, marketing managers, and the hospitality industry. Addressing this gap in existing research emphasizes the importance of adopting innovative technologies to enhance Gen Z's customer experience and engagement in the restaurant industry.
... Cross-cultural communication is crucial to the shaping of corporate influence. For brands that promote globally, it is important to maintain brand consistency, but it is also necessary to pay attention to cultural differences in different regions [18]. When Shell promotes its brand in the global market, it not only maintains consistency in its core values but also adjusts specific customer communication methods according to the characteristics of different regional markets. ...
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As the competition among the teams in the F1 paddock becomes increasingly fierce, the competition between sponsors is also becoming more intense. If sponsors want to stand out from the crowd of sponsors, they need to formulate reasonable sponsorship strategies and use appropriate channels to increase brand exposure and visibility. So this article explores how sponsors can increase brand exposure and visibility to promote sales under the trend of increasingly fierce competition in thepaddock? This article aims to comprehensively analyze the core concept of sports sponsorship, elaborate on its diverse types and implementation methods, and focus on the sponsorship practices in F1 racing, and deeply interpret the operating mechanism of this field through rich cases. After in-depth analysis, this article believes that the specific exposure measures of sponsors in sponsoring F1 events include on-site advertising, media cooperation, the use of social platforms, the establishment of user communities, and the adoption of emerging technologies. When discussing sponsorship strategies, this article failed to fully start from the strategic perspective of the sponsoring company itself, and deeply analyze the key links such as its motivation, goal setting, budget allocation, and effect evaluation in choosing to sponsor F1 events. This has limited readers' understanding of the business logic behind sponsorship behavior to a certain extent.
... AR apps affect purchase decisions (e.g., visit intention, reuse intention, purchase intention, and switching behavior: Ahmad et al., 2023;Anand et al., 2023;Barta et al., 2023;Chen et al., 2022;Cheng et al., 2023;Chung et al., 2015;David et al., 2021;Gatter et al., 2021;Haile and Kang, 2020;Kim and Hyun, 2016;Nugroho and Wang, 2023;Poushneh and Vazquez-Parraga, 2017;Pozharliev et al., 2022;Rauschnabel et al., 2017;Saleem et al., 2021;Trivedi et al., 2022;Watson et al., 2020;Zanger et al., 2022). They also affect psychological states (e.g., motivation, experience, satisfaction, usefulness: Alimamy and Al-Imamy, 2022;Chiu et al., 2021;Di Serio et al., 2013;Huang et al., 2019;Jessen et al., 2020;Khan et al., 2019;Moriuchi et al., 2021;Papakostas et al., 2023;Rauschnabel et al., 2019;Wang et al., 2022), personal relationships , and attitudes toward products and brands (e.g., brand engagement/personality: Cranmer et al., 2020;Erdmann et al., 2021;McLean and Wilson, 2019;Plotkina et al., 2022). ...
Article
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As a consumer service that complements their retail strategy, many retailers use augmented reality (AR) apps to allow consumers to evaluate their products and virtually place them in their surroundings (e.g., home). While previous research highlights the effects of AR apps on various consumer perceptions and behaviors, this research is original in examining the effect of AR app design on consumer perceptions of product value as a novel outcome, the underlying mediation mechanism, and the variation of this mechanism by consumer characteristics. Hypotheses are developed based on task-technology fit theory and tested using regression on AR app user data from Indonesia. The results show that AR app performance (i.e., technology performance) has a positive effect on perceived product value (i.e., consumer performance in the product evaluation task of identifying its value). This effect is mediated by the perceived fit between the AR app and the product evaluation task (i.e., task-technology fit). It is weaker for consumers with more knowledge about AR apps (i.e., technology knowledge) and a conscientious personality, and stronger for consumers with more e-commerce knowledge (i.e., task knowledge) and an open personality. Other personality dimensions have no moderating effects. This research extends task-technology fit theory by demonstrating its applicability to the novel context of AR apps and identifying new boundary conditions. It informs marketing practitioners on how to increase the perceived value of their products across different consumer segments.
... O seu objetivo não é fornecer uma experiência imersiva, mas sim melhorar a interação com o mundo real. (Gonçalves, 2022, p. 16) A RA pode fazer parte do atrativo turístico, como ferramenta interativa em museus, depender apenas de aplicativos de dispositivo móvel, como mapas interativos, ou ser vestível, como o smart glasses do Google (Rauschnabel, Felix, & Hinsch, 2019), o qual, devido as reclamações dos usuários parou de ser fabricado (tom Dieck, Jung & Han, 2016). Portanto, subentende-se que a utilização da RA em atrativos turísticos é complexa (Coelho, 2020), dependendo de uma gama de fatores que determinam a forma como será utilizada, incluindo singularidades e peculiaridades de cada turista e as opções de RA disponíveis em diferentes atrativos. ...
Article
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A Realidade Aumentada (RA), ferramenta tecnológica que permite a inserção de elementos virtuais sobre o ambiente real, pode enriquecer a experiência turística agindo como um guia e entretenimento secundário e informativo. Portanto, o presente trabalho tem como objetivo analisar a percepção dos fatores que influenciam a intenção de uso de realidade aumentada em atrativos turísticos, a partir do Modelo de Aceitação Tecnológica. A metodologia utilizada foi descritivo-exploratória, com abordagem quantitativa, e o instrumento de coleta foi aplicado a 112 estudantes universitários. Para análise dos dados, foi utilizada a técnica de Modelagem de Equações Estruturais (MEE) através do software SPSS v.23, pacote AMOS, para testar o modelo proposto composto de cinco hipóteses. Os resultados do modelo estrutural indicam que a Intenção de uso da Realidade Aumentada é diretamente influenciada pela Utilidade e pela Atitude, assim como aponta a influência da Facilidade de Uso em relação à Utilidade. Conclui-se que a intenção de utilizar RA num atrativo turístico é maior quando se considera seu uso útil, e se tem uma atitude positiva a seu respeito.
... AR has been successfully applied in various fields, including marketing, education, tourism, and urban development [2]. In marketing, AR is used to create immersive brand experiences, allowing customers to visualize products in their own environment before making a purchase [15][16][17]. In education, AR offers interactive learning experiences by bringing 3D models of complex concepts into the classroom [18]. ...
Article
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This article presents the development of an augmented reality (AR) application aimed at promoting events in urban environments. The main goal of the project was to create an immersive experience that enhances user interaction with their surroundings, leveraging AR technology. The application was built using Django Rest Framework (DRF) for backend services and Unity for the AR functionalities and frontend. Key features include user registration and authentication, event viewing, interaction with virtual characters, and feedback on attended events, providing an engaging platform to promote urban events. The development process involved several stages, from requirements analysis and system architecture design to implementation and testing. A series of tests were performed, confirming that the application meets its objectives. These tests highlighted the system’s ability to enhance user interaction with urban environments and demonstrated its potential for commercialization. The results suggest that the AR application contributes to innovation in smart cities, offering a new avenue for promoting events and engaging local communities. Future work will focus on refining the user experience and expanding the app’s functionality to support more complex event scenarios.
... The metaverse affords opportunities for enhancing value creation and capture, by allowing firms to offer immersive customer experiences [60], enhance customer engagement [61], implement robust omni-channel marketing [62], and seize new product/service opportunities [31]. These value creation opportunities may serve as unique differentiation points and can help firms that adopt metaverse-related applications to improve their competitive positioning. ...
... Advanced video technologies, such as animation, high-resolution imagery, and professional editing, significantly enhance content attraction, which is critical in digital marketing. They provide hyper-realistic sensory experiences that broaden consumers' horizons and facilitate quasi-social interactions (Rauschnabel et al., 2019). To enhance product performance in a competitive market, it is vital to implement innovative product designs along with targeted online promotion strategies (Bu et al., 2022;Balseiro and Désir, 2023). ...
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Short-form video (SFV)-driven e-commerce is emerging as a novel form of social commerce. However, the impact of SFV advertisements on consumer behavior remains unclear. Our study employs the Elaboration Likelihood Model (ELM) and social proof theory to explore how social proof in SFV advertisements influences consumers' impulse buying behavior. We collected numerical data and user interaction text from Douyin and quantified real-time interaction text using grounded theory to assess the quality of social proof. The findings reveal that both the quantity and quality of social proof significantly impact impulse buying, with a moderating effect of product type on this relationship. Our study represents one of the first efforts to examine impulse buying behavior in SFV advertisements, making a significant contribution to the social commerce literature, and enhancing social proof theory. Furthermore, it offers actionable insights for sellers and marketers to effectively engage consumers and make informed, data-driven decisions.
... It will encourage consumers' positive attitudes towards the brand. As stated by Rauschnabel et al. (2019) in their research, it is revealed that attitudes towards brands will increase with the use of AR. The findings of the study were consistent with research by that attempted to determine the effect of perceived enjoyment on brand attitude. ...
Article
Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness and perceived informativeness on brand attitude.
... The Augmented Reality (AR) marketing environment is rapidly changing [13,18]. Companies and social media platforms are investing into AR marketing tools [60] and this investment is expected to grow at an average annual rate of 39.8% from 2021 to 2030 [26]. Prior research has investigated the effects of AR on products and brands such as the buying intention of clothes and makeup [34,71]. ...
Article
Purpose The objective of this study is to examine how perceived augmentation of virtual makeup influences consumers’ perceived value (utilitarian and hedonic value). Design/methodology/approach This research conducts an empirical study, and investigates 474 respondents. Findings The results show that perceived augmentation positively influences utilitarian and hedonic value. The wow-effect mediates the impact of perceived augmentation on utilitarian value. Immersion mediates the impact of perceived augmentation on two types of perceived value. Perceived ease of use moderates the influence of perceived augmentation on utilitarian value. Recreational shopper does not moderate the effect of perceived augmentation on hedonic value. Practical implications The study provides practical implications for beauty e-retailers. Originality/value This study examines the effect of perceived augmentation, supplements the literature on virtual makeup and AR technology application and enriches the literature on consumer experience of using AR technology.
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Purpose The aim of this study is to perform a systematic literature review on retail agglomeration literature and present an agenda of future research in this domain. Design/methodology/approach To synthesize and evaluate the retail agglomeration literature, the study adopts a structured systematic literature review approach. Additionally, the study employs the Theory-Context-Characteristics-Methodology (TCCM) framework to present future research directions in the retail agglomeration domain. Findings This review proposes a conceptual framework showing the relationships between the antecedents, mediators and consequences reported in the retail agglomeration literature. Lexicometric analysis shows that the key themes of retail agglomeration research are retail store selection and retail performance, retail location strategy and store format, customer perceptions, behavior and expectations. Research limitations/implications Specific criteria used for the inclusion of literature limits articles considered for the current systematic review. Also, only those articles published in English were considered. Practical implications Based on the proposed model, this review presents strategies to enhance the performance of retail agglomeration. Originality/value This study has systematically synthesized the retail agglomeration literature to explore its development over time and proposes a research framework which provides a comprehensive understanding of retail agglomeration literature.
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Purpose This study investigates the influence of augmented reality (AR) on consumer behavior and decision-making in the context of retail. By developing a conceptual framework that highlights AR’s distinct characteristics and its contribution to the theme of human-centricity and resilience, this research explores the cognitive and affective responses triggered by AR experiences and their subsequent impact on consumer choices. Design/methodology/approach The study employs a comprehensive literature review approach, delving into the intricate relationships between AR, consumer behavior and decision-making. Through the exploration of factors such as interactivity, vividness, body image perception, narcissism, information processing preference, privacy concerns and situational surroundings, the study develops a nuanced understanding of the mechanisms underlying AR’s effects. Findings The study aligns with the contemporary focus on human-centeredness and resilience in the digital age. It reveals that interactive and vivid AR experiences significantly enhance consumer enjoyment and influence decision-making processes. Furthermore, the study uncovers how individual traits and contextual factors shape consumer responses to AR, shedding light on the broader landscape of consumer behavior. Research limitations/implications While acknowledging limitations in generalizability and potential publication bias, this study offers a fresh perspective by accounting for moderating effects and situational contexts. Future research directions might involve longitudinal studies to capture evolving trends in the dynamic realm of AR in retail. Practical implications Businesses and marketers have the opportunity to utilize the knowledge acquired from this study to effectively integrate AR technologies into their customer engagement strategies, thereby promoting a customer-centric approach in their operations. The results emphasize the utmost importance of creating AR experiences that align with user preferences and provide meaningful interaction, ultimately leading to the development of sustainable consumer decisions in the digital age. Originality/value Distinct from existing literature, this study contributes to the theme of human-centricity and resilience by examining the influence of AR on consumer behavior. This contribution enriches discussions on sustainable consumer choices in the digital era. Employing a comprehensive literature review approach, we explore key factors including interactivity, vividness, body image perception, narcissism, information processing preference, privacy concerns and situational surroundings. This approach deepens our understanding of AR’s influence on consumer behavior, presenting a valuable addition to the field.
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The Fourth Industrial Revolution has brought advanced technologies such as augmented reality (AR) and virtual reality (VR), transforming consumer behavior in retailing and arousing the interest of scholars in studying customer responses to these technologies in retail settings. However, owing to variations in specific contextual factors, the results of related research have been mixed, which impedes retailers’ capacity to gain a systematic understanding of the formulation of well-informed marketing decisions in the context of AR and VR retailing. To address these gaps, this systematic review synthesizes extant empirical evidence with 1099 effect sizes from 111 published studies with 136 datasets and 547,415 sample sizes. This study is based on well-established theories, including the technology acceptance model, the customer journey theory, and the unified theory of acceptance and use of technology, which are extended to create a more comprehensive framework that is adapted for the customer journey in AR and VR retailing. Our findings reveal significant and positive correlations for all the proposed constructs, including the experience; intrinsic, extrinsic, hedonic, and utilitarian factors; and customer experience, attitude, intention, and loyalty, and verify the significant moderating effects for technology and product types. From a management perspective, our findings provide a systematic understanding of enhancing retailers’ integrated sustainable marketing strategies in the context of AR and VR retail and propose a forward-looking research agenda.
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The promotion of Kereng Bangkirai Pier Tourism is still limited to a web that displays photos of objects in the tourist area. Therefore, it is necessary to carry out more interesting promotions by utilizing Augmented Reality technology, because this technology is able to combine 2D or 3D virtual objects into the real environment, creating a mixed space (mixed reality) in real time. This research aims to develop a mobile-based Augmented Reality for Kereng Bangkirai Pier Tourism. This AR application is also expected to help in marketing and promoting tourism at Kereng Bangkirai Pier, providing more informative and interesting information to visitors. This study uses an observation method to collect the necessary information. As for application development, the SDLC method is used, which is then implemented with the Unity editor with the Vuforia SDK. The application can be installed and operates properly on Android version 8.0 – 8.1 (Oreo) and above and the resolution is above 5mp. In this application, the main menu and display are displayed in the form of Pier Tourism Icons, ecotourism natural tourism displays, types of natural tourism, educational tours, general information on the pier, culinary tours, application instructions and about the application. Based on the results obtained from the questionnaire, this application is very feasible to use.
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İnsanlık tarihinin en eski ve en güçlü iletişim araçlarından biri olan reklamcılık ilk çağlardan bu yana insanlara fikirleri, ürünleri ve hizmetleri tanıtmak ve bunların kabul görmesini sağlamak amacıyla dönemler itibarı ile farklı yöntemler geliştirmiştir. Her dönem, kendi ihtiyaçları ve koşulları doğrultusunda reklamcılığa yeni bir anlam kazandırmıştır. Ancak, teknolojinin baş döndürücü bir hızla ilerlediği günümüzde reklamcılık artık sadece bir mesaj iletme aracı olmanın çok ötesine geçmiştir. Mağara resimlerinden sözlü anlatılara, yazılı broşürlerden kitle iletişim araçlarına kadar uzanan bu uzun yolculuk, reklamcılığın sürekli olarak kendini yenileyen bir alan olduğunu göstermektedir. Dijitalleşmeyle birlikte reklamcılık daha karmaşık, daha hedef odaklı ve daha etkileşimli bir yapıya bürünmüştür. Bu dönüşüm, reklamcılığı yalnızca ürün ve hizmetlerin tanıtıldığı bir araç olmaktan çıkararak tüketicilerle duygusal bağ kuran, onları etkileyen ve hatta yönlendiren bir deneyim yaratma sürecine dönüştürmüştür. Tüketicilerin dijital dünyayla çok fazla iç içe olduğu bu çağda, reklamcılık da bu yeni gerçekliğe uyum sağlamış ve sınırlarını genişletmiştir. Günümüz dünyasında bu dönüşüm, reklamcılığın çerçevesini yeniden çizmekle kalmamış, aynı zamanda sektöre yeni ve keşfedilmeyi bekleyen “dünyalar” kazandırmıştır. Her biri teknolojinin sunduğu yeniliklerle şekillenen bu dünyalar, markaların tüketicilere ulaşma, onlarla etkileşim kurma ve onların hayatlarında anlamlı bir yer edinme konusunda yeni yollar açmıştır. Artık reklamcılık, yalnızca bir ürünün ya da hizmetin faydalarını anlatan bir araç değil, bir hikâye anlatıcısı, bir bağ kurucu ve bir deneyim tasarımcısı olarak görülmektedir. Bu kitap, “Reklamın Yeni Dünyaları” başlığıyla bu dönüşümün izlerini sürmek, reklamcılığın dijital çağdaki yeni dinamiklerini anlamak ve okuyuculara bu yeni dünyaları keşfetmeleri için bir rehber sunmak amacıyla yazılmıştır. Her bir bölüm, reklamcılığın değişen yüzüne bir pencere açmakta ve bu değişimi şekillendiren faktörleri derinlemesine ele almaktadır. Kitapta yer alan konular yalnızca bugünün değil, aynı zamanda yarının reklamcılık stratejilerine de ışık tutmayı hedeflemektedir.
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Tourism marketing attracts attention as a rapidly changing and transforming field in line with consumer expectations, global events and technological innovations. In order to gain competitive advantage in this dynamic environment, current trends should be closely followed and strategies should be planned in accordance with these trends (Buhalis et al., 2019: 485-486). Initially, simple promotion methods were used in tourism marketing to strengthen the image of a destination and make it attractive to tourists. The natural beauties, historical and cultural values of touristic places were introduced through travel brochures, postcards and guidebooks (Hannam, 2004: 258-261). Since the 1980s, when the effects of technological innovations and globalization were felt, the digitalization process in tourism marketing began with the development of computer and internet technologies (Khan et al., 2020). This situation has enabled the development of online reservation systems and travel agencies and has become a part of the tourism market. With social media, mobile applications and new generation digitalization, tourism marketing has begun to reshape in the 21st century. The internet in particular has become a tool to meet the needs of demanding, knowledgeable and sophisticated tourists. In the tourism industry, the geographical distances between the producer and the consumer have been reduced and the mobility, flexibility and efficiency in the business world have begun to increase (Liberato et al., 2018: 230). The transformation of the tourism industry integrated with social media has become a powerful tool for businesses. While social media platforms allow positive or negative experiences to be shared and the effects on the market to be increased, businesses have the opportunity to easily reach their target consumers (Kayumovich, 2020: 21). The changes and transformations experienced have given marketing in tourism a dynamic and innovative structure. In this development process, it is important for stakeholders operating in the tourism industry to adapt to changing trends and consumer demands. With the increasing use of technology, digital transformation has begun to take its place at the center of tourism marketing. Thanks to digital marketing strategies, tourism businesses can easily manage customer relations using online reservation systems. In this way, consumer experiences can be improved, personalized experiences can be offered to consumers and satisfaction increases. Especially with digital transformation, more enriched travel experiences can be offered with virtual augmented reality (Askhatovich et al., 2022: 185-186). With the impact of digital change and transformations in the implementation of strategies in tourism marketing, artificial intelligence and information modeling have also started to play an important role. Artificial intelligence, which is used to define different customer segments and determine effective marketing strategies for each segment, is effective in many areas such as destination promotion, improving visitor experiences, selecting appropriate communication channels and organizing advertising channels (Stalidis, 2015: 107-109). Technologies such as AR technology and metaverse increase the competitive advantage in the sector by enriching destination experiences and making them more accessible and positively affect tourists' travel decisions. These innovative technologies enable tourists to have unique and personalized experiences by blending the real and virtual worlds. In this context, following current trends in tourism marketing, digital transformation and personalized experiences affect the dynamics of the sector and enable the implementation of different strategies. These strategies enable the provision of unique experiences to consumers and the increase of brand loyalty by providing competitive advantage. ÖZET: Turizm pazarlaması tüketici beklentileri, küresel olaylar ve teknolojik yenilikler doğrultusunda hızla değişen ve dönüşen bir alan olarak dikkat çekmektedir. Bu dinamik ortamda rekabet avantajının elde edilebilmesi için güncel trendlerin yakından takip edilmesi ve stratejilerin bu trendlere uygun olarak planlanması gerekmektedir (Buhalis ve ark., 2019: 485-486). Başlangıçta bir destinasyonun imajını güçlendirmek ve turistlere çekicilik kazandırmak amacıyla basit tanıtım yön-temleri turizm pazarlamasında kullanılmıştır. Turistik yerlerin doğal güzellikleri, tarihi ve kültürel değerleri seyahat broşürleri, kartpostallar ve rehber kitaplar aracılığıyla tanıtılmıştır (Hannam, 2004: 258-261). Teknolojik yeniliklerin ve küreselleşmenin etkilerinin hissedildiği 1980’li yıllardan itibaren ise bilgisayar ve internet teknolojilerinin gelişmesiyle beraber turizm pazarlamasında dijitalleşme süreci başlamıştır (Khan ve ark., 2020). Bu durum online rezervasyon sistemlerinin ve seyahat acentalarının gelişimlerini etkin kılarak turizm pazarının bir parçası hâline gelmiştir. Sosyal medya, mobil uygulamalar ve yeni nesil dijitalleşmeyle birlikte 21. yüzyılda turizm pazarlaması yeniden şekillenmeye başlamıştır. Özellikle internet talepkâr, bilgili ve sofistike hâle gelen turistlerin ihtiyaçlarını karşılar hâle gelmiştir. Turizm endüstrisinde üretici ve tüketici arasında coğrafi mesafeler azaltılarak iş dünyasında hareketlilik, esneklik ve verimlilik artmaya başlamıştır (Liberato ve ark., 2018: 230). Turizm endüstrisinin sosyal medyayla entegreli olarak dönüşümü işletmeler için güçlü bir araç hâline gelmiştir. Sosyal medya platformları, olumlu veya olumsuz deneyimlerin paylaşılmasına ve pazar üzerindeki etkilerin artırılma-sına olanak tanırken işletmeler hedef tüketicilerine kolayca ulaşabilme fırsatı elde etmektedirler (Kayumovich, 2020: 21). Yaşanan değişim ve dönüşümler turizmde pazarlamayı dinamik ve yenilikçi bir yapıya kavuşturmuştur. Bu gelişim sürecinde turizm endüstrisinde faaliyet gösteren paydaşların, değişen trendlere ve tüketici taleplerine uyum sağlaması önemlidir. Teknoloji kullanımının artmasıyla birlikte dijital dönüşüm turizm pazarlaması-nın merkezin yer almaya başlamıştır. Turizm işletmeleri dijital pazarlama stratejile-ri sayesinde online rezervasyon sistemlerini kullanarak müşteri ilişkilerini kolaylıkla yönetebilmektedir. Bu sayede tüketici deneyimleri gelişebilmekte, tüketicilere kişi-selleştirilmiş deneyimler sunulabilmekte ve memnuniyet artmaktadır. Özellikle dijital dönüşümle beraber sanal artırılmış gerçeklik ile daha zenginleştirilmiş seya-hat deneyimleri sunulabilmektedir (Askhatovich ve ark., 2022: 185-186). Turizm pazarlamasında stratejilerin uygulanmasında dijital değişim ve dönüşümlerin etki-siyle birlikte yapay zekâ ve bilgi modelleme de önemli bir rol oynamaya başlamış-tır. Farklı müşteri segmentlerini tanımlamak ve her segment için etkili pazarlama stratejilerinin belirlenmesinde kullanılan yapay zekâ; destinasyon tanıtımı, ziyaret-çi deneyimlerinin iyileştirilmesi, uygun iletişim kanallarının seçilmesi ve reklam kanallarının organize edilmesi gibi birçok alanda etkili olmaktadır (Stalidis, 2015: 107-109). AR teknolojisi ve metaverse gibi teknolojiler destinasyon deneyimlerini zenginleştirerek ve daha erişilebilir hâle getirerek sektördeki rekabet avantajını artırmakta ve turistlerin seyahat kararlarını pozitif yönde etkilemektedir. Bu yenilikçi teknolojiler, turistlerin gerçek ve sanal dünyaları harmanlayarak benzersiz ve kişiselleştirilmiş deneyimler yaşamalarını sağlamaktadır. Bu kapsamda turizm pazarlamasında güncel trendleri takiben dijital dönüşüm ve kişiselleştirilmiş deneyimler sektör dinamikliğini etkileyerek farklı stratejilerin uygulanmasını sağlamaktadır. Bu stratejiler ise rekabet avantajının elde edilmesini sağlayarak tüketicilere özgün deneyimler sunulmasını ve marka sadakatinin artırılmasını mümkün kılmaktadır.
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A web survey of 440 American college students was conducted in April, 2010 to apply the theory of planned behavior and the technology acceptance model to examine young American consumers' mobile viral marketing attitude, intention and behavior. Our study shows that subjective norm, behavioral control and perceived cost are significant predictors of young American consumers' attitude toward viral marketing. Young American consumers' attitude toward viral marketing, perceived utility and telephoning predict their intent to pass along entertaining messages while perceived utility, attitude toward viral marketing, subjective norm, and monthly personal income predict their intent to forward useful messages. Young American consumers' behavior of forwarding messages is determined by attitude toward viral marketing, intent to pass along electronic messages, telephoning, texting and race. The implications for industry and academia are discussed.
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Retail settings are being challenged to become smarter and provide greater value to both consumers and retailers. An increasingly recognised approach having potential for enabling smart retail is mobile augmented reality (MAR) apps. In this research, we seek to describe and discover how, why and to what extent MAR apps contribute to smart retail settings by creating additional value to customers as well as benefiting retailers. In particular, by adopting a retail customer experience perspective on value creation, analysing the content of MAR shopping apps currently available, and conducting large-scale surveys on United States smartphone users representing early technology adopters, we assess level of use, experiential benefits offered, and retail consequences. Our findings suggest that take-up is set to go mainstream as user satisfaction is relatively high and their use provides systematic experiential benefits along with advantages to retailers. Despite some drawbacks, their use is positively associated with multiple retail consequences. MAR apps are seen as changing consumer behaviour and are associated with increasingly high user valuations of retailers offering them. Implications for more effective use to enable smart retail settings are discussed.
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While the popularity of augmented reality advertising (ARA) continues to grow, little is known about how users engage with the technology. To better understand ARA's uses and limitations, this study assessed the relationships between ARA exposure time, novelty effects, technological self-efficacy, and brand-based outcomes. The stimulus used in the current study was an ARA application designed by BMW. Using a quasi-experimental design, this study's findings indicated that exposure time was negatively related to participant attitude toward the ARA application. Furthermore, the data indicated that those with high levels of technological self-efficacy transferred these negative evaluations to the brand.
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This study extends the “Uses and Gratifications” approach (U&G) from a web context to a new one, i.e. mobile applications. It seeks to investigate the effect of the key benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. A self-administrated questionnaire was used to collect the study data. The questionnaire was distributed to 358 participants inside seven major malls in a Middle Eastern country (Jordan). Purposive sample was employed. The data were analyzed using structural equation modeling (AMOS 18). Four key findings emerged from the current research. First, the study confirms the existence of four interaction-based benefits in the context of mobile apps, namely: learning benefits, social integrative benefits, personal integrative benefits and hedonic benefits. Second, apart from social integrative benefits, the other three benefits are found to influence consumer satisfaction to varying degrees. Third, with regard to purchase intentions, only learning benefits and hedonic benefits are found to generate that. Finally, the study confirms the relationship between consumer satisfaction and purchase intentions in a mobile context. The study contributes to the literature through adopting the U&G approach as a theoretical base to examine the key benefits that consumers gain when interacting with branded mobile apps.
Conference Paper
Virtual try-ons have recently emerged as a new form of Augmented Reality application. Using motion caption techniques, such apps show virtual elements like make-up or accessories superimposed over the real image of a person as if they were really wearing them. However, there is as of yet little understanding about their value for providing a viable experience. We report on an in-situ study, observing how shoppers approach and respond to such a “Magic Mirror” in a store. Our observations show that the virtual try-on resulted in initial surprise and then much exploration when shoppers looked at themselves on a display that had been set up as part of a make-up counter. Behavior tracking data from interactions using the mirror supported this. Survey data collected afterwards suggested the augmented experience was perceived to be playful and credible while also acting as a strong driver for future behavior. We discuss opportunities and challenges that such technology brings for shopping and other domains.
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The paper investigates two augmented reality (AR) applications and corresponding consumer responses to their media characteristics. Firstly, it discusses the role of interactivity with AR technology. Secondly, it introduces augmentation as a salient media characteristic of AR applications and tests measurement items of perceived augmentation. Two experimental studies replicate the research design of van Noort et al. (2012), applying it in the context of AR. The results show that perceived augmentation represents a fitting concept for understanding consumer responses to AR features and, furthermore, that flow mediates effects of perceived augmentation on consumers’ affective responses and behavioral intentions. AR features on the other hand do not increase perception of interactivity. Finally, implications of the study and further research directions are discussed. Keywords: Augmented reality, Augmentation, Interactivity, Flow, Affective responses, Behavioral intentions Summary statement of contribution This research represents an early study of augmented reality (AR) in consumer behavior and is the first to show that consumers perceive the AR features to create a convincing simulation of objects in real-time. Two experimental studies confirm that this perceived augmentation affects attitudes towards the application, as well as revisit and repurchase intentions, and that these effects are mediated by flow. However, AR applications at this stage are not perceived to be more interactive than non-AR applications.
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The consumer perception of how products gain the status of necessities is characterized by complexity, laden with idiosyncratic consumer experiences, and driven by personally relevant historical developments. This study pushes the theoretical boundaries of understanding consumer necessities by reaching beyond the classification of products into traditional dichotomies such as necessity–luxury and need–want. It focuses on how consumers experience and recount emotion-laden events in their lives whereby certain products move to being perceived as necessities over time. An analysis of narratives reveals that product necessitation encompasses five stages: familiarization, transformation in the form of redemption or contamination, memorialization, (re)integration and reconstruction, and solidification. Comprehending necessitation experiences is of great interest to marketers in creating effective marketing strategies as well as to public policymakers in ensuring that their citizens have access to life necessities.
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Handheld and wearable smart devices have enabled Augmented Reality (AR) Technologies (ART), including AR Hypermedia (ARH) print ads, in which mobile smart devices act as viewfinders to superimpose virtual hyperlinked 2D images over traditional print ads. This study utilizes eight constructs, Attitude-toward-the-Ad (Aad), Informativeness, Entertainment, Irritation, Advertising Value, Time-Effort, Novelty, and Ad Effectiveness, to compare consumer response to three different ad formats, a Traditional print ad, a Quick Response code Hypermedia (QRH) print ad, and an ARH print ad. Results showed the ARH print ad was preferred, yielding higher perceptions of Informativeness, Novelty, and Effectiveness; whereas the QRH print ad resulted in higher Irritation; and the Traditional print ad resulted in higher Time-Effort. Theoretical and managerial recommendations are offered based on these findings.
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Online product ratings have become a major information source for customers, retailers, and manufacturers. Both practitioners and researchers predominantly interpret them as a reflection of product quality. We argue that they in fact represent the customer's satisfaction with the product. Accordingly, we present a customer satisfaction model of online product ratings which incorporates the customer's pre-purchase expectations and actual product performance as determinants of ratings. We validate our model by applying it to two datasets collected at the German website of Amazon.com. The results indicate that both factors have a significant influence on online product ratings, supporting the proposed interpretation of ratings.
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The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
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The present article provides an analysis of the attitude construct from the perspective of the Associative-Prepositional Evaluation Model (APE Model). It is argued that evaluative responses should be understood in terms of their underlying mental processes: associative and propositional processes. Whereas associative processes are characterized by mere activation, independent of subjective truth or falsity, propositional reasoning is concerned with the validation of evaluations and beliefs. Associative processes are claimed to provide the basis for primitive affective reactions; propositional processes are assumed to form the basis for evaluative judgments. Implications of this conceptualization for a variety of questions are discussed, such as automatic features of attitudes, processes of attitude formation and change, attitude representation in memory, context-sensitivity and stability of attitudes, and the difference between personal and cultural evaluations.
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Inspiration is a concept of longstanding interest in diverse areas of academia, but it has only recently become the subject of rigorous scientific investigation. In this article, we review the emerging scientific literature on inspiration, with a focus on both theory and findings. First, we present a general definition of inspiration based on an integrative literature review, and we outline approaches to differentiating the general inspiration construct into specific types. Second, we review the literature on construct validity. Third, we present substantive theory and findings, with an emphasis on the role of inspiration in promoting attainment of elusive goods, such as creativity, productivity, and happiness. Finally, we respond to frequent questions and misconceptions about inspiration, and we offer recommendations about how to promote inspiration in others or oneself.
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Purpose – The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT). Design/methodology/approach – A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling. Findings – Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness. Practical implications – Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments. Originality/value – This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.
Article
Online reviews by users have become an increasingly important source of information. This is true not only for new users of goods or services, but also for their producers. They extend the insight into the acceptance of new goods and services, e.g. at the point of sale, from a mere sales and usage quantity oriented point of view to a cause and effect oriented one. Since online reviews by consumers of many goods and services are nowadays widespread and easily available on the internet, the question arises whether their analysis can replace the more traditional approaches to measure technology acceptance, e.g., using questionnaires with TAM (Technology Acceptance Model) items. This paper tries to answer this question using IKEA׳s mobile catalogue app as an example. For comparisons reasons, data on the acceptance of the current version of this catalogue is collected in four different ways, (1) as answers to batteries of TAM items, (2) as assignments to pre-defined adjective pairs, (3) as textual likes and dislikes of users (simulating online reviews), and (4) as publicly available (real) reviews by users. The source for (1)–(3) is a survey with a sample of respondents, the source for (4) an online forum. The data is analyzed using partial least squares (PLS) for TAM modeling and text mining for pre-processing the textual data. The results are promising: it seems that data collection via surveys can be replaced – with some reservations – by the analysis of publicly available (real) online reviews.
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New communication technologies are creating new challenges for the advertising industry. While digital and high definition television, e-mail, the World Wide Web, and other new technologies represent new possibilities for advertisers, there is little information available regarding how to take advantage of them. There are indications that applying traditional models, designed for media that provide users with a passive, impersonal experience, will be unsuccessful for the new interactive digital media. A growing body of research and theory on the concept of presence may provide a valuable framework for advertisers as they try to adapt to the changing media environment. This paper considers some of the ways advertising is evolving to incorporate interactive media and how work on presence can guide that evolution.
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Williams & Zimmerman (1996) provided much- needed clarification on the reliability of gain scores. This commentary translates these ideas into recogniz able patterns of change that tend to produce reliable or unreliable gain scores. It also questions the relevance of the traditional idea of reliability to the measurement of change. Index terms: change scores, classical test theory, difference scores, gain scores, intraindividual differences, measurement of growth, reliability, test theory, validity.