No full-text available
To read the full-text of this research,
you can request a copy directly from the author.
The effects of augmented reality mobile app advertising: Viral marketing via shared social experience
Abstract
Augmented reality (AR) tools can increase the effectiveness of traditional marketing approaches. This study tests the effectiveness of AR advertising in the specific context of holiday mobile app marketing. Applying the experience economy framework to the AR marketing response process, this study investigates consumer responses to AR mobile app advertising by measuring shared social experience (which is associated with user-generated viral marketing behavior) and purchase intentions. Results show that immersive new brand experiences enabled by AR positively influence consumer responses. These findings suggest that practitioners should consider combining AR marketing tools with existing marketing approaches to facilitate shared social experience (i.e., unpaid brand endorsement) and increase purchase intentions. Doing so could help marketing campaigns stand out, particularly during competitive holiday marketing periods.
Article download: https://authors.elsevier.com/a/1bjhwXj-jVaaV
... Product attitudes Baytar et al., 2020;Brengman et al., 2019;Choi & Choi, 2020;Chung et al., 2018;Fan et al., 2020;Gatter et al., 2022;Park & Yoo, 2020;Sun et al., 2022;Xu et al., 2020 Product likeability/ appeal Hilken et al., 2020;Kowalczuk et al., 2021;Verhagen et al., 2014;Vonkeman et al., 2017 Brand attitudes Arghashi & Yuksel, 2022;Bulearca & Tamarjan, 2010;Feng & Xie, 2018;Feng & Xie, 2019a;Gatter et al., 2022;Haumer et al., 2020;Hilken et al., 2022;Hopp & Gangadharbatla, 2016;Smink et al., 2019;Sung et al., 2022;Uribe et al., 2022;van Esch et al., 2019 Brand love/ likeability/equity Javornik, Duffy, et al., 2021;Javornik, Marder, et al., 2021;Huang, 2019;Huang & Liu, 2021;Tsai et al., 2020 Store perception Bonnin, 2020;Pantano & Servidio, 2012;Poncin & Mimoun, 2014 Ad attitudes Feng & Xie, 2019c;Uribe et al., 2022;Yang et al., 2020 Satisfaction Toward the firm/ place/ad Gäthke, 2020;Huertas & Gonzalo, 2020;Moriuchi et al., 2020;Sung, 2021;Tsai, 2020 Customer satisfaction Brannon Barhorst et al., 2021;Butt et al., 2022;Chiu et al., 2021;Dieck, Jung, & tom Dieck, 2018;Do et al., 2020;Ibáñez-Sánchez et al., 2022;Jung et al., 2021;McLean & Wilson, 2019;Pantano & Servidio, 2012;Poncin & Mimoun, 2014;Poushneh, 2018;Poushneh & Vasquez-Parraga, 2017b;Qin et al., 2021;Yoo, 2020 Intentions and behaviors ...
... Purchase intentions/ sales Amorim et al., 2022;Baek et al., 2018;Baytar et al., 2020;Brengman et al., 2019;Chen et al., 2022;Choi & Choi, 2020;Feng & Xie, 2019b;Gatter et al., 2022;Haile & Kang, 2020;Haumer et al., 2020;Hilken et al., 2022;Jung et al., 2021;Kowalczuk et al., 2021;Lix androiu et al., 2021;Liu et al., 2020;Mishra et al., 2021;Orús et al., 2021;Park & Kim, 2021;Plotkina & Saurel, 2019;Poushneh & Vasquez-Parraga, 2017b;Poushneh, 2021;Qin et al., 2021;Smink et al., 2019;Sung, 2021;Tan et al., 2022;Uribe et al., 2022;Verhagen et al., 2014;Wang et al., 2022;Whang et al., 2021;Yim et al., 2017 Sales/actual purchase Isley et al., 2017;Jäger & Weber, 2020 Impulse buying Do et al., 2020;Lix androiu et al., 2021;Vonkeman et al., 2017 WTP More He et al., 2018;Heller et al., 2019b;Huang, 2021;Nikhashemi et al., 2021;Pozharliev et al., 2022 Reuse/loyalty Butt et al., 2022;Chen et al., 2022;Chiu et al., 2021;Gäthke, 2020;Hsu et al., 2021;Javornik et al., 2019;Kowalczuk et al., 2021;Lee et al., 2017;Moriuchi et al., 2020;Nikhashemi et al., 2021;Qin et al., 2021;Yoo, 2020 Word-of-mouth (WOM) Bonnin, 2020;Chen et al., 2022;Christ-Brendemühl & Schaarschmidt, 2022 (NWOM); Cowan et al., 2021;Gäthke, 2020;Han et al., 2021;Heller et al., 2019a;Hilken et al., 2020;Ibáñez-Sánchez et al., 2022;Mishra et al., 2021;Poncin & Mimoun, 2014 Willingness to share personal data Smink et al., 2019 Co-creation Alimamy & Gnoth, 2022;Alimamy & Nadeem, 2021 application or mobile site), and mixed reality glasses. Not all types of AR are found on all devices (e.g., the virtual mirror is incompatible with mixed reality glasses). ...
... tion, and escapism(Pine & Gilmore, 1998) (Dieck, Jung, & tom Dieck, 2018;He et al., 2018;Jung et al., 2021;Sung, 2021); (2) the hedonic and utilitarian dimensions(Ali, 2022;Gatter et al., 2022;Hsu et al., 2021;Nikhashemi et al., 2021;Phuthong, 2022;Plotkina & Saurel, 2019;Rauschnabel et al., 2019); and (3) the experiential values(Dacko, 2017;Dieck & Jung, 2017;Huang & Liu, 2014;Huang & Tseng, 2015).The AR experience values are influenced by different features, including interactivity and the types of cues(He et al., 2018;Javornik et al., 2019). For instance, the dimensions associated with entertainment and hedonism are derived from attributes such as gamification and enjoyment(Brannon Barhorst et al., 2021;Brengman et al., 2019;Dieck & Jung, 2017;Garau & Ilardi, 2014). ...
This systematic review of the literature focuses on the use of AR and its impacts in the marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an exhaustive classification of AR. Through the use of the SPAR‐4‐SLR protocol, 148 articles were selected for analysis. The study has three main objectives. First, it reports the key characteristics (distribution by year, publication outlets, etc.), theoretical models, and methodologies used in this research domain. Second, it suggests a classification of the types of AR according to their triggers and the object of the augmentation (self vs. external). Third, it proposes a framework that presents (1) the AR features and attributes and the AR use experience; (2) the cognitive, affective, and social mediators; and (3) the outcomes of these experiences. Key moderators (types of AR, types of products, individual characteristics, etc.) are also discussed. Using the TCCM framework (theories, context, characteristics, and methodologies), this study offers several future research avenues and highlights the importance of considering the effects of the different types of AR. Finally, it offers pointers for managers on how to develop efficient AR solutions and how these can be used to reduce a company's carbon footprint.
... Consumers not only buy services and engage in service-related pleasant activities to enhance their image or for self-gratification purposes but to continuously maintain a positive mood throughout the consumption process (Alicke et al., 2019;Wegener and Petty, 1994). Thus, based on the extant literature (e.g., de Vaate et al., 2018;Hilken et al., 2017;Huang et al., 2019;Scholz and Duffy, 2018;Sung, 2021), this study supports that AR body representation and AR selfie sharing are two primary activities for maintaining a good mood in an AR service experience. We used only these two activities for two reasons: 1) as Wegener and Petty (1994) suggested, consumers in a good mood will only maintain their good mood by engaging in specific small-scale experiences or activities. ...
... New technologies such as AR mirror enable individuals to experience a service virtually and invite others to co-live a service experience with them via selfie sharing (Neuhofer, 2016). Online consumers sharing their using AR experience with others can make them feel the best social interaction effect and thus enjoy self-gratification (Sung (2021). de Vaate et al. (2018) further support that when online consumers share content, they will feel self-gratification. ...
... In other words, online consumers' self-gratification shaped by selfie sharing mainly comes from sharing their enjoyable and fascinating sense of presence when they visit a service virtually and the imaginary experience of visiting it in the future on social media platforms (Flavián et al., 2020;Sung, 2021). Hsieh and Lee (2020) also support that online consumers can be self-gratified when sharing their position and information (such as selfie sharing) with others. ...
Consumers in a good mood seek positive experiences to maintain a good mood. In contactless digital service journeys, such as augmented reality (AR) mirror, maintaining consumers' positive mood throughout the purchase decision process is a highly desired outcome. Despite its importance, our understanding of the phenomenon in AR service experiences is limited. To close the void in the literature, we draw from mood maintenance theory to develop a research model including the antecedents and consequences of mood maintenance in an AR service context (tourism). Using a scenario-based survey, we collected data from 320 consumers via a quasi-experiment to validate the research model using AMOS 20. The study results reveal the pivotal role of AR body representation and AR selfie-sharing activities of mood maintenance in inducing consumer virtual purchase behavior and future purchase intentions (e.g., visit intentions to a tourism destination). The findings of our study unlock the psychological mechanisms of mood maintenance in an AR-mediated service context, enriching the extant literature on the topic. Furthermore, our findings can benefit managers in designing contactless service journeys using AR mirror applications to maintain a positive mood and influence consumers' current and future behavioral intentions.
... References Not consider other factors (21) [25], [26], [30], [31], [32], [38], [43], [44], [45], [46], [47], [48], [49], [50], [51], [52], [53], [54], [55], [56], [57] Convenience sampling (19) [32], [35], [37], [40], [43], [45], [46], [50], [52], [53], [55], [57], [58], [59], [60], [61], [62], [63], [64] Multi levels analysis (17) [25], [37], [44], [45], [46], [48], [49], [51], [55], [56], [59], [62], [65], [66], [67], [68], [69] Limited to one region (16) [30], [32], [33], [37], [38], [46], [47], [48], [49], [54], [56], [58], [59], [63], [68], [70] Tailored to a specific AR product (14) [45], [46], [47], [52], [53], [54], [57], [61], [62], [64], [65], [67], [68], [70] Small Sample Size (10) [30], [32], [33], [38], [40], [47], [50], [54], [60], [71] Short term effect (10) [29], [31], [38], [43], [45], [58], [63], [65], [69], [72] Not specified (9) [34], [41], [50], [73], [74], [75], [76], [77], [78] Only Intention Model (6) [31], [51], [52], [56], [58], [79] Lack of AR features (6) [25], [29], [32], [48], [63], [71] Lack of functions (4) [25], [26], [29], [32] Self-Administered Survey (3) [58], [66], [79] Use Videos for demonstrations (3) [25], [26], [65] Technical challenges (2) [27], [28] Standardized tools (2) [29], [52] Single Analysis technique (2) [33], [48] Lab setting (2) [55], [64] Not consider privacy concerns (2) [25], [60] Others (8) [25], [26], [29], [32], [56], [59], [58], [70] Along with convenience sampling, limited study to one region is another shortcoming that is often mentioned with non-probability method limitation. Unlike convenience sampling drawback that subjects may come from different parts of the world, the regional issue was arising where the study was intentionally designed for a specific region through a case study or in the lab setting [55], [64]. ...
... References Not consider other factors (21) [25], [26], [30], [31], [32], [38], [43], [44], [45], [46], [47], [48], [49], [50], [51], [52], [53], [54], [55], [56], [57] Convenience sampling (19) [32], [35], [37], [40], [43], [45], [46], [50], [52], [53], [55], [57], [58], [59], [60], [61], [62], [63], [64] Multi levels analysis (17) [25], [37], [44], [45], [46], [48], [49], [51], [55], [56], [59], [62], [65], [66], [67], [68], [69] Limited to one region (16) [30], [32], [33], [37], [38], [46], [47], [48], [49], [54], [56], [58], [59], [63], [68], [70] Tailored to a specific AR product (14) [45], [46], [47], [52], [53], [54], [57], [61], [62], [64], [65], [67], [68], [70] Small Sample Size (10) [30], [32], [33], [38], [40], [47], [50], [54], [60], [71] Short term effect (10) [29], [31], [38], [43], [45], [58], [63], [65], [69], [72] Not specified (9) [34], [41], [50], [73], [74], [75], [76], [77], [78] Only Intention Model (6) [31], [51], [52], [56], [58], [79] Lack of AR features (6) [25], [29], [32], [48], [63], [71] Lack of functions (4) [25], [26], [29], [32] Self-Administered Survey (3) [58], [66], [79] Use Videos for demonstrations (3) [25], [26], [65] Technical challenges (2) [27], [28] Standardized tools (2) [29], [52] Single Analysis technique (2) [33], [48] Lab setting (2) [55], [64] Not consider privacy concerns (2) [25], [60] Others (8) [25], [26], [29], [32], [56], [59], [58], [70] Along with convenience sampling, limited study to one region is another shortcoming that is often mentioned with non-probability method limitation. Unlike convenience sampling drawback that subjects may come from different parts of the world, the regional issue was arising where the study was intentionally designed for a specific region through a case study or in the lab setting [55], [64]. ...
... References Not consider other factors (21) [25], [26], [30], [31], [32], [38], [43], [44], [45], [46], [47], [48], [49], [50], [51], [52], [53], [54], [55], [56], [57] Convenience sampling (19) [32], [35], [37], [40], [43], [45], [46], [50], [52], [53], [55], [57], [58], [59], [60], [61], [62], [63], [64] Multi levels analysis (17) [25], [37], [44], [45], [46], [48], [49], [51], [55], [56], [59], [62], [65], [66], [67], [68], [69] Limited to one region (16) [30], [32], [33], [37], [38], [46], [47], [48], [49], [54], [56], [58], [59], [63], [68], [70] Tailored to a specific AR product (14) [45], [46], [47], [52], [53], [54], [57], [61], [62], [64], [65], [67], [68], [70] Small Sample Size (10) [30], [32], [33], [38], [40], [47], [50], [54], [60], [71] Short term effect (10) [29], [31], [38], [43], [45], [58], [63], [65], [69], [72] Not specified (9) [34], [41], [50], [73], [74], [75], [76], [77], [78] Only Intention Model (6) [31], [51], [52], [56], [58], [79] Lack of AR features (6) [25], [29], [32], [48], [63], [71] Lack of functions (4) [25], [26], [29], [32] Self-Administered Survey (3) [58], [66], [79] Use Videos for demonstrations (3) [25], [26], [65] Technical challenges (2) [27], [28] Standardized tools (2) [29], [52] Single Analysis technique (2) [33], [48] Lab setting (2) [55], [64] Not consider privacy concerns (2) [25], [60] Others (8) [25], [26], [29], [32], [56], [59], [58], [70] Along with convenience sampling, limited study to one region is another shortcoming that is often mentioned with non-probability method limitation. Unlike convenience sampling drawback that subjects may come from different parts of the world, the regional issue was arising where the study was intentionally designed for a specific region through a case study or in the lab setting [55], [64]. ...
The purpose of this study is to present a comprehensive review of the use of structural equation modeling (SEM) in augmented reality (AR) studies in the context of the COVID-19 pandemic. IEEE Xplore Scopus, Wiley Online Library, Emerald Insight, and ScienceDirect are the main five data sources for data collection from Jan 2020 to May 2021. The results showed that a variety of external factors were used to construct the SEM models rather than using the parsimonious ones. The reports showed a fair balance between the direct and indirect methods to contact participants. Despite the COVID-19 pandemic, few publications addressed the issue of data collection and evaluation methods, whereas video demonstrations of the augmented reality (AR) apps were utilized
... (Pine & Gilmore, 1998). Dalam konteks aplikasi seluler AR, peneliti telah menemukan bahwa motif estetika merupakan pendahulu dari tiga motif lainnya (Sung, 2021) Estetika adalah komponen fundamental dari periklanan AR, karena periklanan AR harus terlebih dahulu menarik konsumen untuk memberikan experience iklan AR yang imersif yang mengarah pada persepsi entertainment, education, dan escapism. Artinya, ketika pengguna tertarik pada iklan AR yang menyenangkan secara estetika, motif lainnya akan mengikuti. ...
... Mengambil dari literatur tentang teori experience economy, penelitian ini mengembangkan model struktural untuk menjawab pertanyaan penelitian berikut: Dapatkah imersif experience dari iklan mobile AR meningkatkan niat beli konsumen dan aktivitas dukungan merek yang tidak dibayar. Studi pendahuluan dengan sampel konsumen muda menegaskan bahwa experience mendalam dapat mengarah pada kepuasan AR dan meningkatkan niat pembelian dan berbagi experience sosial melalui pemasaran viral (Sung, 2021). ...
... Dalam konteks ritel, belanja hedonis adalah jenis experience menyenangkan yang sering dikaitkan dengan motif hiburan (Hilken et al., 2018). Sejalan dengan penelitian pendahulu (Sung, 2021) yang menguraikan bahwa Entertainment mempengaruhi Augmented Advertising Satisfaction. Berikut Hipotesis yang di uji; ...
The purpose of this study was to analyze the effect of the Experience Economy dimension on Augmented Reality Advertising Satisfaction and Behavioral Intention Dimensions in online stores. This study uses primary data, the respondents in this study are people who have shopped online and have used the Augmented Reality feature. For the sample in this study using non-probability sampling technique with purposive sampling technique so that the sample used is as many as 230 respondents. Furthermore, the analytical tool used in this study is structural equation modeling (SEM) using the AMOS program. The empirical test results show that the Escapism dimension has the largest correlation value in influencing Augmented Reality Ad Satisfaction while Augmented Reality Ad Satisfaction has the largest correlation to Shopping Enjoyment and Shared Social Experience. Augmented Reality so that it can affect consumers' shopping enjoyment in online stores and can create an interesting atmosphere so that consumers want to share their shopping experience with their social community, this can affect purchase intention in online stores.
... Many scholars have contributed relevant research on purchase intention Dai et al., 2014;Dehghani & Tumer, 2015;Flanagin et al., 2014;Hartmann & Apaolaza-Ib añez, 2012;Kim et al., 2008;Martins et al., 2019;See-To & Ho, 2014;Sung, 2021). The mainstream research effort is currently demanded to examine the determinants of users' purchase intention in various contexts or under different theoretical backgrounds (Zhao et al., 2020). ...
... Customers' perception of value determines their PI and purchase behaviors (Arruda Filho et al., 2020;Hsiao & Chen, 2016). PI is a decision-making approach in which consumers determine whether they will purchase or attempt to purchase a product or service (Dodds et al., 1991;Sung, 2021). The more substantial customers' PI is, the more likely they will purchase the relevant product in the future-and vice versa (Sung, 2021). ...
... PI is a decision-making approach in which consumers determine whether they will purchase or attempt to purchase a product or service (Dodds et al., 1991;Sung, 2021). The more substantial customers' PI is, the more likely they will purchase the relevant product in the future-and vice versa (Sung, 2021). In this research context, purchase intention means the likelihood that a user will plan or be willing to purchase online courses through commercial education platforms (Arruda Filho et al., 2020). ...
Shopping through short video communities has become a new trend, but few currently understand users' purchase intention toward TikTok online courses. This research developed a purchasing intention model of TikTok online courses by extending the technology acceptance model. This study used a questionnaire survey method and collected 413 valid questionnaires. Partial least squares structural equation modeling (PLS-SEM) was adopted to test the hypotheses and found: (1) perceived usefulness and ease of use positively affect perceived value. Free trial negatively affects perceived cost. Perceived usefulness, perceived ease of use, and free trial indirectly affect purchase intention through two mediation variables; (2) live streaming proneness, live streaming engagement, and perceived value positively affect purchase intention, while the perceived cost will negatively affect purchase intention; (3) an exciting conclusion is that intelligent recommendation positively moderates the relationship between perceived value and live streaming engagement with purchase intention, but intelligent recommendation negatively moderates the relationship between perceived cost and purchase intention. These findings make theoretical contributions and provide managerial insights based on empirical results for short video community purchase intentions.
... References Not consider other factors (21) [25], [26], [30], [31], [32], [38], [43], [44], [45], [46], [47], [48], [49], [50], [51], [52], [53], [54], [55], [56], [57] Convenience sampling (19) [32], [35], [37], [40], [43], [45], [46], [50], [52], [53], [55], [57], [58], [59], [60], [61], [62], [63], [64] Multi levels analysis (17) [25], [37], [44], [45], [46], [48], [49], [51], [55], [56], [59], [62], [65], [66], [67], [68], [69] Limited to one region (16) [30], [32], [33], [37], [38], [46], [47], [48], [49], [54], [56], [58], [59], [63], [68], [70] Tailored to a specific AR product (14) [45], [46], [47], [52], [53], [54], [57], [61], [62], [64], [65], [67], [68], [70] Small Sample Size (10) [30], [32], [33], [38], [40], [47], [50], [54], [60], [71] Short term effect (10) [29], [31], [38], [43], [45], [58], [63], [65], [69], [72] Not specified (9) [34], [41], [50], [73], [74], [75], [76], [77], [78] Only Intention Model (6) [31], [51], [52], [56], [58], [79] Lack of AR features (6) [25], [29], [32], [48], [63], [71] Lack of functions (4) [25], [26], [29], [32] Self-Administered Survey (3) [58], [66], [79] Use Videos for demonstrations (3) [25], [26], [65] Technical challenges (2) [27], [28] Standardized tools (2) [29], [52] Single Analysis technique (2) [33], [48] Lab setting (2) [55], [64] Not consider privacy concerns (2) [25], [60] Others (8) [25], [26], [29], [32], [56], [59], [58], [70] Along with convenience sampling, limited study to one region is another shortcoming that is often mentioned with non-probability method limitation. Unlike convenience sampling drawback that subjects may come from different parts of the world, the regional issue was arising where the study was intentionally designed for a specific region through a case study or in the lab setting [55], [64]. ...
... References Not consider other factors (21) [25], [26], [30], [31], [32], [38], [43], [44], [45], [46], [47], [48], [49], [50], [51], [52], [53], [54], [55], [56], [57] Convenience sampling (19) [32], [35], [37], [40], [43], [45], [46], [50], [52], [53], [55], [57], [58], [59], [60], [61], [62], [63], [64] Multi levels analysis (17) [25], [37], [44], [45], [46], [48], [49], [51], [55], [56], [59], [62], [65], [66], [67], [68], [69] Limited to one region (16) [30], [32], [33], [37], [38], [46], [47], [48], [49], [54], [56], [58], [59], [63], [68], [70] Tailored to a specific AR product (14) [45], [46], [47], [52], [53], [54], [57], [61], [62], [64], [65], [67], [68], [70] Small Sample Size (10) [30], [32], [33], [38], [40], [47], [50], [54], [60], [71] Short term effect (10) [29], [31], [38], [43], [45], [58], [63], [65], [69], [72] Not specified (9) [34], [41], [50], [73], [74], [75], [76], [77], [78] Only Intention Model (6) [31], [51], [52], [56], [58], [79] Lack of AR features (6) [25], [29], [32], [48], [63], [71] Lack of functions (4) [25], [26], [29], [32] Self-Administered Survey (3) [58], [66], [79] Use Videos for demonstrations (3) [25], [26], [65] Technical challenges (2) [27], [28] Standardized tools (2) [29], [52] Single Analysis technique (2) [33], [48] Lab setting (2) [55], [64] Not consider privacy concerns (2) [25], [60] Others (8) [25], [26], [29], [32], [56], [59], [58], [70] Along with convenience sampling, limited study to one region is another shortcoming that is often mentioned with non-probability method limitation. Unlike convenience sampling drawback that subjects may come from different parts of the world, the regional issue was arising where the study was intentionally designed for a specific region through a case study or in the lab setting [55], [64]. ...
... References Not consider other factors (21) [25], [26], [30], [31], [32], [38], [43], [44], [45], [46], [47], [48], [49], [50], [51], [52], [53], [54], [55], [56], [57] Convenience sampling (19) [32], [35], [37], [40], [43], [45], [46], [50], [52], [53], [55], [57], [58], [59], [60], [61], [62], [63], [64] Multi levels analysis (17) [25], [37], [44], [45], [46], [48], [49], [51], [55], [56], [59], [62], [65], [66], [67], [68], [69] Limited to one region (16) [30], [32], [33], [37], [38], [46], [47], [48], [49], [54], [56], [58], [59], [63], [68], [70] Tailored to a specific AR product (14) [45], [46], [47], [52], [53], [54], [57], [61], [62], [64], [65], [67], [68], [70] Small Sample Size (10) [30], [32], [33], [38], [40], [47], [50], [54], [60], [71] Short term effect (10) [29], [31], [38], [43], [45], [58], [63], [65], [69], [72] Not specified (9) [34], [41], [50], [73], [74], [75], [76], [77], [78] Only Intention Model (6) [31], [51], [52], [56], [58], [79] Lack of AR features (6) [25], [29], [32], [48], [63], [71] Lack of functions (4) [25], [26], [29], [32] Self-Administered Survey (3) [58], [66], [79] Use Videos for demonstrations (3) [25], [26], [65] Technical challenges (2) [27], [28] Standardized tools (2) [29], [52] Single Analysis technique (2) [33], [48] Lab setting (2) [55], [64] Not consider privacy concerns (2) [25], [60] Others (8) [25], [26], [29], [32], [56], [59], [58], [70] Along with convenience sampling, limited study to one region is another shortcoming that is often mentioned with non-probability method limitation. Unlike convenience sampling drawback that subjects may come from different parts of the world, the regional issue was arising where the study was intentionally designed for a specific region through a case study or in the lab setting [55], [64]. ...
The preferred reporting items for systematic reviews and meta-analyses (PRISMA) approach was used to conduct the analysis. At the final stage, 53 relevant publications were included for analysis. Variables such as the number of participants in the study, original or derived hypothesized model, latent variables, direct/indirect contact with users, country, limitation/suggestion, and keywords were extracted. The results showed that a variety of external factors were used to construct the SEM models rather than using the parsimonious ones. The reports showed a fair balance between the direct and indirect methods to contact participants. Despite the COVID-19 pandemic, few publications addressed the issue of data collection and evaluation methods, whereas video demonstrations of the augmented reality (AR) apps were utilized. The current work influences new AR researchers who are searching for a theory-based research model in their studies.
... Augmented reality (AR) is an emerging cutting-edge technology in marketing, It enhances the visual, auditory, tactile, and olfactory perception of users by augmenting or superimposing digital content such as text, geolocation information, graphics, audios, and videos onto a live view of the physical objects and environments in real-time (Carmigniani et al., 2011;Fan et al., 2020;Sung, 2021). AR establishes a closer relationship between users' physical space and virtual objects. ...
... Augmented reality is built on computer vision and object recognition technologies. It enhances consumer experiences by augmenting or superimposing digital content (e.g., text, geolocation information, graphics, audio, and videos onto) a live view of the physical objects and environments (e.g., consumers' faces, bodies, and surroundings) in real-time (Sung, 2021). The discussions of AR and Virtual Reality (VR) usually connect closely. ...
... Furthermore, AR advertising has significant advantages over traditional advertising. AR empowered advertisements are more informative, novel, entertaining, and complex, which leads to positive consumer responses and helps advertising campaigns stand out (Feng and Xie, 2018;Yang et al., 2020;Sung, 2021). ...
Augmented Reality (AR) is a potentially disruptive technology that enriches the consumer experience and transforms marketing. With the surging popularity of AR in marketing practice, academic efforts to investigate its effects on consumer experience, response, and behavior have increased significantly. To obtain an integrated and comprehensive view of the front-line in AR marketing research and identify the gaps for future research, we analyze the existing AR marketing literature through a systematic literature review. Using 99 journal articles selected from the Web of Science core collections, this research sheds light on the general characteristics such as publication year, publication outlet, research design, and research method. Moreover, this research also gains insight into the AR marketing relevant factors such as application area, application context, AR type, and theoretical lenses. The findings of the analyses reveal the state-of-the-art of scholarly publications on AR marketing research. First, the number of journal articles on AR marketing increased rapidly in the past few years, and the journals that published articles on AR marketing cover a wide range of disciplines. Second, the empirical studies in most literature adopted the quantitative research design and used survey or experiment methods. Third, the studies in more than half of the journal articles used mobile AR applications in various online contexts. Fourth, the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (S-O-R) framework are the two most widely used theoretical lenses used in the literature. After that, the major application areas of AR in marketing are retail, tourism, and advertising. To identify the focal themes discussed in the three application areas, this research summarizes the studies by the outcome variables. Specifically, the outcome variables have five categories: technology-related, product-related, brand-related, tourist destination-related, and advertisement-related. Finally, this research proposes the agenda for future academic efforts in AR marketing.
... According to Quadri-Felitti and Fiore (2013, p. 48), immersion occurs when a consumer becomes "physically or virtually enveloped by the event … whereas absorption involves engaging the consumer's mind." In research on AR advertising/marketing via AR mobile apps, experience economy elements have been identified as mediators of consumer engagement (tomDieck et al., 2018) and purchase intentions (Sung, 2021;Sung et al., 2022). ...
... In the original experience economy model (Pine & Gilmore, 1998), the four experiential realms were introduced in a 2 × 2 matrix, and consumer experiences could be plotted based on their extent of physical involvement on the x-axis and cognitive connection on the y-axis. However, the results of subsequent studies suggest that esthetics is an antecedent of the other three types of experiences (tomDieck et al., 2018;Sung, 2021) and that an internal causal relationship exists between the experience factors (Lee, Jung, tomDieck, & Chung, 2020). Drawing on visual perception theory and information processing theory, we conceptualize the four realms of the experience economy as sequentially linked: esthetic experience → entertainment experience → escapism experience → education experience. ...
... The first dimension, esthetic experience, is a key to creating positive and memorable consumer experiences (tomDieck et al., 2018;Sung, 2021) in contexts involving applied technology. Esthetics is largely determined by visual appeal, which is a function of augmentation quality in technology-enhanced reality environments (Rauschnabel et al., 2019). ...
In this research, we investigate consumer responses to technology-enhanced storytelling marketing via augmented digital humans in two different contexts. We test the role of an augmented digital human stimulus as a moderator for storytelling satisfaction in a technology-enhanced retail complex. Building on visual perception theory and information processing theory, the findings from our study reveal sequential links between the four realms of experience economy theory in a mixed reality environment and subsequent effects on storytelling satisfaction, which in turn are boosted by digital human storytelling. Overall, our findings reveal that digital human storytelling is an effective long-term marketing strategy in technology-enhanced environments.
... The novel contribution of this study lies in both its theoretical and practical strands. At a theoretical level, in line with the previous study in the context of RBV and marketing functional concepts, which found that to encourage shared social experiences (i.e., unpaid brand endorsements) and enhance purchasing intentions, digital marketing technologies perform in collaboration with conventional marketing tactics (Sung, 2021). Thus, marketing capabilities by leveraging the short form of video promote both brand attitudes and brand engagement (Cao et al., 2021;Sung, 2021). ...
... At a theoretical level, in line with the previous study in the context of RBV and marketing functional concepts, which found that to encourage shared social experiences (i.e., unpaid brand endorsements) and enhance purchasing intentions, digital marketing technologies perform in collaboration with conventional marketing tactics (Sung, 2021). Thus, marketing capabilities by leveraging the short form of video promote both brand attitudes and brand engagement (Cao et al., 2021;Sung, 2021). Consequently, interactive engagement via SVCs will help businesses develop sustainable, long-term relationships with not only their existing customers but also prospective ones. ...
Manuscript type: Research paper Research aims: This study aims to investigate the role of short-form video content (SVC) in the association between marketing capabilities, influencers, and business brand engagement performance. Design/Methodology/Approach: Data was collected from 146 business owners and managers of private businesses from the central business district areas of the lower northern province of Thailand. A partial least square structure equation modelling (PLS-SEM) analysis was performed to examine the proposed relationships. Research findings: The findings indicate that SVCs enabled brand engagement and resulted in increased satisfaction with the influencer experience. The study found a positive relationship between marketing capabilities, SVCs, influencers, and brand engagement performance. Theoretical contribution/Originality: This study also contributes by providing empirical evidence of the mediation of short-form video content in the relationship between marketing capabilities and brand performance, thus suggesting that, in terms of the resource-based view (RBV), SVCs integrated with marketing capabilities contribute to fostering influencers to promote brand perception values into competitive advantage, while influencers are reaffirmed as having a positive impact on brand performance.
Asian Journal of Business and Accounting
... In a social network, consider the characteristics of user-generated content, brand awareness can be defined as the extent to which users are familiar with the distinctive qualities or the image of a particular brand of goods or services in a social network (Phua et al., 2017;Sung & Woodside, 2021). In social network advertising, brand awareness plays a key role in a marketing communication to recognize and recall a brand, and then to make a decision of the advertising communication (Apg, Ddt, Gsm, & Le, 2020). ...
... The page was imitates other objects in some way The page was indicates other objects in some way The page was resembles other objects in some way The page was visually other objects in some way (Porcar, 2011;Septianto et al., 2021;Sung & Woodside, 2021) Social facilitation ...
Although social network advertising has become part of the online marketing strategy, there is still a lack of research related to the interaction between brand awareness and advertising contents in social network advertising. Using the semiotic theory to explain the interaction in social network advertising, this study introduced sign-interpretation-object triangle to analyze the interactions of advertising content and brand awareness as signs, users’ experience as interpretation, and social networks advertising effectiveness as object moderated by social facilitation. This study was made in an experiment followed by an online survey, which contains 303 participants in Mainland China. This study shows some major findings. There is an interaction effect on advertising content and low brand awareness in a social network. The moderating role of social facilitation is significant in advertising content with high brand awareness.
... In the survey of customers' responses to the advertisements of AR mobile apps, Eunyoung Sung (2021) found that under the economic framework of the interactive customer experience, the immersive brand experience enabled by AR technology has a positive impact on customers' responses, significantly improving the efficacy of traditional marketing approaches. Currently, the integration of AR technology into existing marketing approaches can help marketing activities stand out in the fierce competition among brands [1]. ...
... In the survey of customers' responses to the advertisements of AR mobile apps, Eunyoung Sung (2021) found that under the economic framework of the interactive customer experience, the immersive brand experience enabled by AR technology has a positive impact on customers' responses, significantly improving the efficacy of traditional marketing approaches. Currently, the integration of AR technology into existing marketing approaches can help marketing activities stand out in the fierce competition among brands [1]. ...
In recent years, augmented reality (AR) technology has found wider and wider application in marketing, providing new opportunities for companies to better display their products to customers. For high-end brands, richer interactive customer experience can help them stand out in highly competitive market. In this paper, the concept of AR marketing and its related theories are analyzed. Then, the impact of AR technology on the changes in marketing approaches is discussed by summarizing the existing cases of AR marketing. Finally, with high-end automobile brands as the research object, the application of AR technology in customer interaction is explored.
... Çalışmada son olarak ağızdan ağıza iletişim niyeti, satın alma niyetini olumlu etkilediği sonucuna ulaşılmıştır. Elde edilen bu sonuç benzer şekilde literatürle uyumludur (Sung, 2021;Qin vd., 2021a;Jalilvand ve Samiei, 2012;Farzin ve Fattahi, 2018;Grudzewski vd., 2018). Buna göre ağızdan ağıza iletişim niyeti, satın alma niyetini olumlu etkileyerek tüketicilerin, çevrimiçi ürün satın almak için bu markayı ilk seçeneklerden biri olarak düşünmelerini sağlayabileceği söylenebilir. ...
... Buna göre ağızdan ağıza iletişim niyeti, satın alma niyetini olumlu etkileyerek tüketicilerin, çevrimiçi ürün satın almak için bu markayı ilk seçeneklerden biri olarak düşünmelerini sağlayabileceği söylenebilir. Sung (2021)'un araştırmasına göre, AG tarafından sağlanan sürükleyici yeni marka deneyimlerinin tüketici tepkilerini olumlu etkilediği belirtilmiştir. Qin vd. ...
zet Araştırma, pazarlamada artırılmış gerçeklik uygulamasının, çevrimiçi hizmet deneyimi, ağızdan ağıza iletişim niyeti ve satın alma niyeti arasındaki etkiyi ölçmek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini artırılmış gerçeklik teknolojisi kullanarak tüketicilere ürünlerini deneyimleme olanağı sunan Arçelik markasını satın alan tüketiciler oluşturmaktadır. Araştırma kapsamında "kolayda örneklem" (convenience sampling method) yöntemi uygulanmıştır. Veriler, çevrim içi ve çevrim dışı ortamlar aracılığıyla toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Yapılan testler sonucunda artırılmış gerçekliğin, çevrimiçi hizmet deneyimini pozitif etkilediği, çevrimiçi hizmet deneyimin de ağızdan ağıza iletişim niyetini pozitif etkilediği tespit edilmiştir. Ayrıca ağızdan ağıza iletişim niyetinin, satın alma niyetini pozitif etkilediği sonucuna da ulaşılmıştır.
Abstract The research was carried out to measure the effect of augmented reality application in marketing between online service experience, word of mouth communication intention and purchase intention. The universe of the research consists of consumers who buy the Arçelik brand, which offers consumers the opportunity to experience their products using augmented reality technology. Within the scope of the research, the "convenience sampling method" method was applied. Data were collected through online and offline media. In the research, Smart PLS 3 (Partial Least Squares) statistical program was used to test the hypotheses. As a result of the tests, it was determined that augmented reality positively affects the online service experience, and the online service experience positively affects the word-of-mouth communication intention. In addition, it was concluded that word of mouth communication intention positively affects purchase intention.
... There have been studies in regards to using Augmented Reality and Virtual Reality in various fields that include medical (Silva, Southworth, Raptis, & Silva, 2018;Joda, Gallucci, Wismeijer, & Zitzmann, 2019), education (Cuendet, Bonnard, Do-Lenh, & Dillenbourg, 2013), serious gaming and many others. In addition to the educational purposes of using Virtual Reality and/or Augmented Reality, there have also been studies in the field of marketing (Rauschnabel, Felix, & Hinsch, Augmented reality marketing: How mobile AR-apps can improve brands through inspiration, 2019) where either mobile applications (Sung, 2021) are used or virtual reality for promoting various elements. ...
... The possibilities of implementation of such technologies are various, depending on the target group of the marketing strategy, and it can range from basic applications to ones that include audio and haptic feedback. The method of implementing AR marketing (Sung, 2021) has great impact on customer response and on the effectiveness of the campaign. As the authors mention in their work, there is a direct link between the quality of the AR advertisement and the overall user experience and behavioral intentions. ...
Marketers have been trying to find the means to innovate and introduce technology as much as they can in their line of work in order to convince consumers to acquire their products or services and due to recent outcomes, it has become harder for certain fields to benefit from conventional marketing strategies and implementations. Augmented Reality and Virtual Reality have the possibility to help fields that are overlooked in Online based marketing and even bring new light to presenting products and services to consumers. In this article, we will try to identify the advantages and disadvantages of using these technologies in marketing strategies, where they have been used successfully and where they can be used to innovate. We will be reviewing research papers that have been published in the field of virtual reality and augmented reality that are connected with marketing strategies with an emphasis on tourism, education and marketing, presenting the findings and relating our opinions on further developing these aspects.
... It offers endless opportunities to advance marketing by improving company reputation, boosting consumer interactions, and increasing sales [7]. It is considered an emerging innovation in marketing and sales [8]. A study concluded that there was a significant difference in gender and generational responses to modern and attractive marketing practices. ...
This study aimed to examine the impact of augmented reality (AR) on the purchasing behavior of Saudi customers using analytic–descriptive methods and data from a snowball sample of 812 online buyers. Positive correlations were found between AR factors (hermeneutic, embodiment, and background) and dimensions (quality, fun, and creativity) and the purchase experience. Young women aged 17–26 mainly use AR for buying clothes and accessories, and the majority of the sample shops are available locally through mobile apps. The findings indicate that AR has a significant influence on buying decisions and suggest its potential use in marketing communications. The results also reveal that gender, social status, education level, and monthly income have an impact on participants’ responses to AR, with women and those who are married having more favorable views. Clothing and accessories were found to be the most frequently purchased products through AR. There were no significant differences based on age or the number of family members. Participants reported positively about their AR experience, and their concerns and anxiety did not affect their purchasing experience. Based on the main study’s results, a number of recommendations can be made: Saudi businesses need to use AR in their marketing communication strategies to meet consumer needs and trends. To maximize the benefits of brand awareness, they should use AR techniques and adopt this technology for products that depend on design in their production. When using AR in general and in light of the theories that have been studied, it is important to think about the cultural traits and dimensions of Saudi consumers and conduct further exploratory research before implementation.
... They argue that experience can be analyzed in two dimensions: consumer participation in experience and connectedness with experience. As a science of human psychology and behavior, psychology also pays attention to user experience and economic activities [15]. Prior research has analyzed psychological factors in the process of experience economy from a psychological perspective, in particular, the decision-making process of user behavior in specific situations and the psychological factors that influence these decisions [16,17]. ...
During COVID-19, many renowned galleries and art fairs used Virtual Reality (VR) exhibitions for art information dissemination and online displays. To avoid the risks of offline viewing of exhibitions, users can access a web-based VR exhibition platform for remote appreciation of artworks, gaining a rich art experience and thus contributing to physical and mental health. The reasons affecting users’ continued usage intentions are not clear enough in the existing studies of VR exhibitions. Therefore, further studies are needed. This paper explores the relationship between users’ escapist experience, aesthetic experience, presence, emotional responses, and continued usage intention through a survey of VR exhibition users. The survey data were collected from 543 users who had experienced the VR exhibition through an online survey website. The study results show that users’ continued usage intentions are influenced by escapist experience and aesthetic experience. Presence plays a mediating role in the influence of escapist experiences and aesthetic experiences on continued usage intention. Emotional responses play a moderating role in the impact of user experience on continued usage intention. This paper provides a theoretical reference for the study of the impact mechanism of continued usage intention of VR exhibitions from the perspective of mental health. In addition, this study enables VR exhibition platforms to better understand the emotional state of users during art experiences to create and share healthy aesthetic information that can contribute to the management and enhancement of mental health. At the same time, it provides valuable and innovative guidance solutions for the future development of VR exhibitions.
... Viral marketing is known as electronic word of mouth (Kaplan & Haenlein, 2011;Wampole, 2012). Due to the plethora of social media platforms, viral marketing has been proved boon due to fastest delivery of communication among millions of individuals around the world (Sung, 2021;Fard & Marvi, 2019;Agam, 2017;Van der Lans et al., 2010;Scott, 2008;Klopper, 2002;Dobele et al., 2007) examined the role of emotions and feelings in viral messages and advocated the impact of emotions on content of transmission while (Moore, 2003;Wu & Wang, 2011) posited that source of message credibility has direct impact on person attitudes toward brand. Recent studies highlighted the advent of social media influencers on the brand reputation of an organization (Shrivastava & Jain, 2022;Enke & Borchers, 2019). ...
This article's goal is to provide well-grounded empirical insights regarding the types of negative marketing from stressed staff particularly teachers on the brand reputation of higher education institutions through viral marketing or word of mouth. The survey was done through a structured questionnaire to collect the data from 25 respondents. Data Analysis was done using the PLS-SEM approach, and the hypotheses were tested. The results suggest a positive inter link among stress influencing job satisfaction, viral marketing, and brand reputation. It was inferred that job dissatisfaction of teachers influence the wellbeing which ultimately leads to stress and directly or indirectly impact the organization reputation via viral marketing using various social platforms. This study expands the research horizon of marketing and investigates the potential relationship between word of mouth by stressed employee and thus responsible for an organization endorsement due to workplace dynamics. Improving conditions for teachers could increase return intention and positive word-of-mouth endorsement in university.
... As in advertising, there is constant competition for customers' attention (Sung, 2021), the use of augmented rea lity can attract customers' attention to a brand's products or services, and trig ger a desire to buy more than passive traditional forms of advertising (Feng, Mueller, 2019). Scholars more often dis tinguish interactive advertising from traditional advertising as a twoway communication between advertisers and customers due to its interactivity (Li, 2019). ...
Augmented reality is considered to be one of the fastest growing and most promising trends in marketing. This paper analyses the use of augmented reality for advertising purposes by integrating augmented reality into product packaging. There are solutions for the application of augmented reality in product packaging around the world, but in Lithuania, the application of augmented reality in product packaging is still rare. Research problem is formulated as the question: what are the challenges and development opportunities for the application of augmented reality in product packaging? Expert opinion and the results of a customer survey, which show at which stages of the AIDA model using augmented reality in product packaging could be effective, are presented in this article.
... Today, the value of analysis and exploration in social networks for designing marketing and advertising campaigns, etc., is not hidden from anyone. Viral marketing [1,2], online advertising, social health care, public opinion guidance, etc., are examples of the application of this branch of computer science. In recent years, this branch of research has received much attention from industry and academia. ...
With the growing popularity of the Internet, we are witnessing the tremendous growth of online social networks. Because of the ease of communication in social networking applications, billions of users produce information, exchange, and share content in a very large volume. This dominance of social networks in our daily lives has prompted more attention from researchers in the field of information diffusion. One of the main research problems in this area is Influence Maximization in the network, which is an NP-hard problem. Influence Maximization (IM) is a problem to find several nodes that are the most influential nodes of the network, which can maximize the information propagation in the network. Various heuristics are available to find the most influencing network nodes, including random, high degree, single discount, a general greedy and genetic algorithm with the weighted cascade, etc. This paper uses a hybrid PSO and Genetic Algorithm to obtain the optimal set of effective network nodes.
... Compared to traditional marketing methods with mass media, viral marketing has advantages in several aspects such as more cost-effectiveness, faster speed of diffusion, better information integrity for customers, and so on [22]. But the performance of viral marketing can be affected by product attributes [23], accesses of product information [24], network structure like degree distribution [25], new techniques like augmented reality [26], customers' perception of companies or brands [27], characteristics of viral messages [28] and so on. ...
The high penetration of online communication in social networks provides a perfect context for launching a viral marketing campaign. Viral marketing strategies with adoption and promotion incentives are applied by companies for acquiring customers and occupying the market rapidly. In this paper, motivational thresholds and the SAN diffusion model are introduced to describe the massage diffusion process. Diffusion thresholds of dual incentives under homogeneous and heterogeneous networks are both deduced. We compare different effects of adoption and promotion incentives on marketing performances including the final penetration and the diffusion speed with numerical simulation. Simulation results show not only a greater influence of promotion incentives than adoption but also the necessity of adoption incentives for higher penetration. Besides, simulation results also show different diffusion characteristics between homogeneous and heterogenous networks, which provide management implications for selecting target customers with different network structures.
... Similarly, several studies indicate drawn attention as the first phase of gratification (Sung, 2021). Enthusiastic audiences, from viral content, discuss further amongst their groups. ...
Place branding through viral content affects a user and their experiences. Similarly, the pandemic era has seen greater acceptance of Instagram to target audiences from several geolocations. However, there is a lacuna to rationalize how place-branding contents can be made viral in pre and post-pandemic scenarios through Instagram. Accordingly, this book chapter develops how Instagram as a channel would help place branding in pre and post-pandemic strategies. Moreover, no prior studies have discussed place branding through viral content and subsequent relevancies in the pre and post-pandemic era. Since the rationale of place branding and viral content is unknown, we urge you to discuss the significance in the current scenario. This book chapter makes three contributions through the 3P framework and viral marketing strategy. First, using place branding and viral content strategy literature, we propose how Instagram as a channel helps create viral content in pre and post-pandemic eras. Second, we describe the place branding process, how branding content can go viral through Instagram, and the subsequent relevance in the post-pandemic age. Third, we aim to assist the tourism industry in developing comprehensive place branding strategies through Instagram in the post-pandemic era.KeywordsPlace brandingViral content marketingPre and post pandemic
... ren. Die Teilnehmenden der Studie hatten vor der Befragung ein Spiel in einem Online Shop gespielt, in dem sie Rabatte und Belohnungen erhalten konnten.Augmented Reality gewinnt ebenfalls an Bedeutung. Beispielsweise hat Ikea ein App-Feature entwickelt, mit dem die Verbraucher*innen ausgewählte Möbel digital zuhause platzieren können(Hajarian, 2021. Sung (2021 konnte in einer Studie einen positiven Zusammenhang von durch Augmented Reality unterstütztem Marketing und Kaufintentionen feststellen. Die Nutzung von Apps einzelner Marken kann zudem die Einstellung gegenüber der jeweiligen Marke und die Kaufintention beeinflussen, wobei der Effekt auf die Kaufintention bei informativen Apps größer a ...
Der Bericht untersucht die Auswirkungen von digitalen Vermarktungsstrategien auf das Konsumverhalten. Mittels Literaturanalyse, Expert*innen-Interviews, Querschnittsbefragungen und eines Verhaltensexperiments wurden die Fragen aus verschiedenen Perspektiven adressiert. Der Forschungsstand und die Interviewergebnisse lassen folgern, dass insbesondere Online Marketing-Ansätze (u.a. personalisierte Werbung, Social Media Marketing) durch ihre hohe Verbreitung und Konsumwirkung besonders relevant sind. Das Verhaltensexperiment soll über Wirkmechanismen Aufschluss geben, wie digitale Vermarktungsstrategien das individuelle Konsumniveau steigern können.
... Note how compelling a shared AR try-on experience could be to the many Gen Z users currently on social media at home rather than with friends at the mall. An authentic, shared social experience was in fact induced by advertising AR technology studied in the study by Sung (2021). ...
Purpose
Virtual try-on apps (VTOs) allow consumers to examine fashion and furniture items in usage context without going to a physical store. But the adoption of such apps has varied across product categories, and research on user acceptance of AR marketing has been fragmented. The current study aims to develop and test a general model that explains the formation of decision comfort (DC) in the majority of AR try-on experiences for mobile shopping.
Design/methodology/approach
After reviewing 30 VTOs available on the iOS app store, the authors chose the Wanna Kicks sneaker shopping VTO as the most representative to test their hypotheses for AR try-on in general. Overall, 178 online consumers performed a sneaker shopping task on their mobile devices, and their responses were analyzed with the partial least squares method.
Findings
The study confirmed the key role of perceived augmentation in leading to DC via a utilitarian and a hedonic path. These effects were attenuated for younger users, and haptic imagery only had a utilitarian impact. Scholars should pay more attention to the variable of age, while managers should act quickly to enhance the basic AR affordances of mobile try-on apps.
Originality/value
This is the first study of a VTO in the footwear category and with a model that tests age as a moderating variable between antecedents and consumer responses.
... Hal ini disebabkan karena adanya perbedaan karakteristik usia yang masih belum terbiasa dengan penggunaan teknologi digital. Perbaikan AR yang dirancang kedepannya dapat memiliki detail design yang baik, seperti mudah diingat bagaimana mengoperasikannya, dibuat semirip mungkin antara bentuk nyata dan virtual, unik, serta kreatif (Sung, 2021 ...
Technological developments in higher education have a role in communicating with
users, they are virtual tour sites which are seen as important instruments as promotional
tools to attract students to continue their studies. Virtual campus tours will provide a
memorable experience for students. The experiences provided can of course be used
as guidelines to increase students' desire to be able to reuse them in a sustainable
manner. All of their visualizations, there is still no one that provides special features
that are able to read the user’s information automatically. The current virtual campus
tour does not yet have a tour guide that is able to help students register or encourage
them to continue their education in higher education. This study uses the experience -
confirmation theory approach. The methodology in this study refers to the SDLC
Waterfall process. The prototype design with SUS analysis shows that the developed
system is well received. Cognitive experience and intellectual experience factors have
a significant impact on intention to enroll, so it is recommended for further research to
be able to explore information related to other experience, like where they live around
in university.
... For example, research on the promotion methods of travel agency websites shows that website satisfaction has a positive impact on customers' purchase intention (Hsu et al., 2012). A test of customers viewing mobile ads using augmented reality technology showed a significant correlation between satisfaction and purchase intention (Sung, 2021). Therefore, this study further proposed the hypothesis: ...
Mobile interactive video advertising is a relatively new type of media. A combination of interactivity and narrative is used to tell the video story to the audience. This study studied in three steps on mobile interactive video advertising to determine the design basis that should be paid attention to. Firstly, the research framework is proposed through expert interview and qualitative coding of the interview text. Secondly, research samples are made through surveys and conference discussions. The samples were designed into 30 types containing various interactive narrative and involvement. Finally, the qualitative results are verified in a quantitative way. The results show that in order to improve the audience's purchase intention, more attention should be paid to interactive narrative, subjective video quality assessment, immersion, satisfaction, and product involvement.
... These findings suggest that practitioners should consider combining AR marketing tools with existing marketing approaches to facilitate shared social experience (i.e., unpaid brand endorsement) and increase purchase intentions. DOIng so could help marketing campaigns stand out, particularly during competitive holiday marketing periods [20]. ...
This research study develops a product promotion method for a canopy roofs. The development of this method is to apply a 3-dimensional (3D) catalog using Augmented Reality (AR) technology. By utilizing Augmented Reality technology, sellers do not need to create markets or miniature products that are commonly used to provide examples to consumers to save costs, attract consumer interest, and display objects that appear natural. Based on the tests that have been done, it is concluded that implementing Augmented Reality in the canopy sales promotion media using the Luther development method with the stages of analysis, design, implementation, testing, and maintenance. Implementation of Augmented Reality in canopy sales promotion media uses concept data from the types of canopies included in the Augmented Reality-based application, namely stainless and hollow types made using a 3D blender program. A marker as a sign to bring up 3D objects in the application. Markers are created using Photoshop and entered the database so that they can be stored online. System testing uses the BlackBox testing method where the program's functionality is running as desired.
... The source of all variables (constructs) in the TAM questionnaire included the features of the ARSLI, related research on AR experiential learning [13,42,54], Iftene & Trandabăț, [38]; [40,65], related research on multimedia learning interfaces [9], Sung [61]; [51], a guidebook on human-computer interaction design [26,56,59], and related research on the TAM [22,23,31], Bertrnd & Bouchare, [8]; [49]. Participants rated each item on the questionnaire on a 5-point Likert scale, with scores ranging from 1 to 5 for strongly disagree, disagree, neutral, agree, and strongly agree. ...
Because of the impact of the COVID-19 pandemic, learning modes had to change. This study applied augmented reality (AR) technology to improve the learning experience of product styling design students in a distance learning environment. An AR-aided learning interface combined with a distance learning concept was constructed to enhance students’ content knowledge and communication between teachers and students. This study analyzed students’ attitudes and behavioral intentions toward the technology acceptance model for this AR-aided distance learning interface. Additionally, a system usability scale was used to examine the usability level of this interface. The results demonstrated that learning content directly affected distance interaction, and perceived ease of use was an essential mediating variable. Furthermore, three-dimensional (3D) visualization was a predictive factor that directly affected students’ attitudes toward AR use. Students had positive attitudes toward the AR-aided learning interface, and their feedback indicated that 3D visualization stimulated their learning motivation and enhanced their behavioral intentions. Overall, the AR-aided styling learning interface supported the distance learning of product styling design students and provided teachers and students with a valuable learning communication channel during the COVID-19 pandemic.
... The sports industry and event management have been benefiting from this development. Nowadays, athletes, sports teams, and organizations employ App Marketing (i.e., development and management of marketing campaigns that communicate with fans at every stage of their customer journey; (Lee, 2018;Guo et al, 2019;Glebova & Desfontaine, 2020) which is showing great marketing results (Sung, 2021). ...
In the current chapter we discuss the process of technological transformation in sports for different stakeholders, and the role of particular innovations in this ongoing phenomenon. It extends the literature on the intersection of sport management and technology, followed by vivid cutting-edge examples from the field. In greater detail, we explain how and why new technology innovations are disseminated and used, affecting sports training, performance, judging, and spectating. Consequently, it reshapes tools, and strategies for event and sport management, bringing, on one hand, uncertainty and ambiguity, but, on the other hand, new marketing and management opportunities for all stakeholders. However, to use these opportunities and to turn them into an advantage, sport management professionals have to profoundly understand the nature, trajectory, and impact of the current technology-centered transformation in the industry. In this chapter, we provide a deep explanation of the transformational role of technology in sports events and the sports ecosystem in general. It is addressed to a wide range of readers: students, scholars, sports, and technology professionals. Complementary, we define the perspective directions and agenda for future research.
... Thus, while customers' more traditional desktop browser-based interactions remain important, a growing role of mobile app-based interactions is observed (Newman et al., 2018). This warrants further study in this area (Sung, 2021). ...
The growing use of mobile technologies is spawning firms’ adoption of mobile relationship-building techniques, including via mobile apps. However, despite the rapid rise of these technologies, little remains known regarding consumers’ mobile app- (vs. desktop browser) related behaviours, and this is therefore investigated in this paper. Specifically, we explore the effect of customer engagement (CE) and customer experience (CX) on customers’ relationship quality/loyalty intention across mobile app- (vs. desktop browser)-based interactions. Using structural equation modelling, we analyse data collected from 420 customers. The results reveal a stronger positive association between CE/CX and relationship quality/loyalty intention for mobile app- (vs. desktop browser)-based interactions, revealing the former’s strategic importance. We conclude by discussing key implications that arise from our analyses.
... Drawing from the concept of shared social experience (Sung 2021), viral behavior intention on TikTok is defined in this study as consumers' intention to engage in positive word-of-mouth behavior by sharing or recommending brands' videos on TikTok to others. These brand videos include those created or sponsored by companies as well as those created by TikTok consumers (e.g., branded hashtag challenge). ...
TikTok represents a new form of marketing communication technology due to its features and attributes. However, despite its ability to share brands’ viral content, scant research has examined TikTok as an advertising vehicle and its implications for viral advertising campaigns. Drawing on the Elaboration Likelihood Model and the concept of self-relevance, the present study explores the impact of perceived personalization of TikTok content on perceived creativity, authenticity, and viral behavioral intentions. The relationships between perceived creativity and authenticity and between viral behavioral intentions and purchase intentions are also examined. The results show that the personalization of TikTok content is positively related to perceived creativity and authenticity, which consequently lead to viral behavior intention on TikTok. In addition, perceived creativity of TikTok content is positively related to authenticity. The findings also suggest that need for uniqueness moderates the relationship between personalization and viral behavioral intentions. Overall, the results of this study provide new insights into the roles of perceived creativity, authenticity, and need for uniqueness in the impact of TikTok’s personalized content on viral behavioral intentions. Theoretical and practical implications for advertisers are discussed.
... Bu çalışma AR reklamının, müşterilerin dikkatini reklamı yapılan ürünleri satın almaya çekmede daha iyi bir potansiyele sahip olduğunu göstermektedir (Harwati, 2020: 25). Sung (2021) çalışmasında ise AR tarafından sağlanan sürükleyici yeni marka deneyimlerinin tüketici tepkilerini olumlu etkilediğini, uygulayıcıların paylaşılan sosyal deneyimini (yani ücretsiz marka onayı) sağlamak ve satın alma niyetlerini artırmak için AR pazarlama araçlarını mevcut pazarlama yaklaşımlarıyla birleştirmeyi düşünmeleri gerektiğini bildirmiştir. ...
Bu bölüm, dijital çağda bireyleri ve teknolojik gelişmeleri tüketim toplumu ve postmodernizmin ayırt edici özellikleri üzerinden açıklamaktadır. Bu iki temel perspektif üzerinden yapılan açıklamalardan sonra yeni teknolojik gelişmeler (yapay zeka, nesnelerin interneti, sosyal medya, artırılmış gerçeklik, blokzincir, metaverse, NFT vb.) ve tüketicilerin bunlarla olan etkileşimi ele alınmıştır. Sonuç olarak ise geleceğin meta-tüketicilerinin temel özellikleri belirlenmeye çalışılmıştır.
... This paper demonstrates the considerable segment of the advertisement in German magazines describing celebrities at 4.2%. A comparable result reported in the US points to even inferior utilization of celebrities (Sung, 2021;Kim et al., 2013). On the other hand, the impression of the owner's endorsement is attainment reception globally, including among CEO and corporation presidents. ...
Advertisers regularly utilize endorsers as credible sources to conciliate purchaser awareness, customer attitude, and buying objectives. The current paper aims to examine the influence of owner endorsers' expertise, knowledge, integrity, familiarity, and credibility on consumers' buying decisions and purchase intentions. The population of this study includes customers of prominent gold and diamond jewelry brands in the southern part of India. The data are subjected to quantitative examination. A comprehensive review was undergone to make a situational analysis. A multi-stage sampling approach was administered to collect the feedback of respondents from the southern states of India. The samples were analyzed using statistical tools like multiple regression and structural equation modeling to find the model fit and relationships among different variables. The outcome of the study highlights that brand endorsers' expertise, integrity, and credibility play a vital role in conveying trustworthiness and genuineness about the product and its usage. This study also contributed insights into the implication of owners' endorsement by influencing buying decisions and purchase intentions of jewelry customers.
Using the social psychology theory of elaboration likelihood model (ELM), we present a conceptual model of persuading consumer attitudes through virtual and augmented reality advertisements. We begin this paper with a systematic literature review that assesses a number of theoretical and empirical papers that utilize ELM for virtual reality and augmented reality advertisements. The second section presents research prepositions that facilitate the investigation of consumer attitude persuasion through virtual reality and augmented reality advertisements. The authors identified six research prepositions that facilitate the investigation of consumer attitude persuasion through these advertisements based on the literature. Presented in the third section of this paper is a detailed future research agenda organized by two main research paths: central and peripheral. Moreover, advertisement quality, demographic differences, and the technological context of virtual and augmented reality advertisements helped to facilitate central route persuasion. Variables such as source credibility, social presence, and message content in virtual reality and augmented reality advertisements were found as the persuasion factors under the peripheral route. Therefore, this study provides a method to examine consumer attitudes through virtual reality and augmented reality advertisements using the social psychology theory of elaboration likelihood modelling (ELM).
Combining the digital technology with the real environment has strengthened the aspects of marketing practices and the rapid changes in the interactive technology environment have made technologies like AR and VR to give a competitive edge to organisations using these technologies. The applicability of VR and AR has been present in online retail platforms of fashion apparels, cosmetics, accessories and jewellery through virtual mirrors or an animated avatar with the availability of modifications as per the individual customer's age, gender, and physical features. With the opportunities of growth globally and in the Indian market, the use of AR technology in the consumer facing sectors is attracting many researchers and academicians to understand this phenomena better. For the purpose of study, more than 100 research articles were systematically reviewed and a combined meta-analysis is done. Further, the study end with future scope of action in the field of Augmented Reality. ___________________________________________________________________________________ Keywords: Women Empowerment, Social Issue, 3WE Model. ___________________________________________________________________________________ Introduction Combining the digital technology with the real environment has strengthened the aspects of marketing practices and the rapid changes in the interactive technology environment have made technologies like AR and VR to give a competitive edge to organisations using these technologies (Thomas, 2021). The technological trend that has grabbed a lot of attention in consumer markets is the use in marketing of AR especially during these two years of global pandemic. Application of AR as a tool for Marketing for various purposes like product promotion, customer service, and product demonstration has attracted a lot of eyes in the COVID-19 scenario, which can be seen from the huge spikein number of studies of AR and VR related to the period from 2020 to 2022. To reach a global community of consumers it has become a necessity for making the marketing process convenient for the customers and the various industries (Modak& Sinha,2019). The arrival of Augmented-Reality technologies has created a new space for virtual objects and real space to get integrated in new ways. Online retail and digitisation growth coupled with the increased use of interactive technology has allowed the consumers to try and test the product virtually. (Thomas, 2021)Also the development and availability of portable devices which are highly engaging, with great physical-virtual connection, the expectations of different experience for customers has evolved into unique type of hybrid experiences. (Flavian et al., 2019)The literature suggest for AR to be one of the highly promising technology that are expected to create a new concept of physical and digital store to co-exist. Also together with the use of other interactive technologies, such as VR and MR and Extended Reality(XR), AR is creating a new space where real and digital elements/virtual objects are combined for use in different and unique ways for the customer. (Flavián et al., 2019) The applicability of VR and AR has been present in online retail platforms of fashion apparels, cosmetics, accessories and jewellery through virtual mirrors or an animated avatar with the availability of modifications as per the individual customer's age, gender, and physical features (Moriuchi et al.,2020). Also for online furniture and home goods by giving a 3D facility to see how the furniture will look with different designs, different colour themes and how it can be placed in different corners of the house (Alimamy& Nadeem, 2021).
Recent years have seen a swift embracement of augmented reality (AR) as an interactive marketing tool, which has been accelerated even more rapidly by the COVID-19 pandemic. However, the general attitude toward the technology as well as the factors that inhibit or facilitate its adoption from both, the consumers, and practitioners, remain elusive. This prevents marketers from fully exploiting the potential related to AR marketing. This chapter (1) draws on current literature to conceptualize consumer experience in AR marketing and (2) complements these findings with a practitioner perspective by conducting interviews with small retailers. The results of the present chapter indicate that, from the consumer perspective, AR can give rise to diverse cognitive, affective, and social-psychological outcomes, which can translate into behavioral outcomes, including purchase intentions, word-of-mouth intentions, and brand engagement. From the practitioner’s perspective, initial interview results reveal that advancements toward an easy integration of AR within existing IT infrastructures, as well as efficient ways to create virtual product replicas are crucial for the adoption of AR by small retailers. Based on the combined observations from literature and the conducted interviews, a comprehensive framework of interactive AR marketing is provided, and a way forward is discussed by addressing the emergent trends of AR as an interactive marketing technology.KeywordsAugmented realityInteractive marketingShoppingRetailConsumer experience
Interactivity has become a crucial aspect of marketing. It allows companies to connect with their customers, often resulting in positive outcomes. Based on a literature review, this chapter discusses ten of the most pioneering tools used in interactive marketing. First it will be explained how each tool relates to the three dimensions of interactivity (active control, two-way communication, synchronicity), and insights in what dimensions are the driving forces behind each interactive marketing tool are provided. Second, results showing that research on the ten interactive marketing tools generally finds positive effects on diverse outcome variables, such as enjoyment, urges, and behavioral intentions, are discussed together with conflicting outcomes (e.g., the effect on cognition) and the potential negative effects of the tools (e.g., privacy concerns and intrusiveness). It concludes with the recommendation for marketers and researchers to collaborate and actively try out (innovative) interactive marketing tools while closely monitoring their effects.KeywordsInteractive marketingInteractivityInnovationsMarketing toolsEmpirical research
The use of smartphones has empowered tourists to make travel decisions while at a destination. The purpose of this paper is to explore how tourists use metaheuristics to achieve a near-optimal solution for onsite decisions mediated by smartphones. An event-based narrative inquiry technique with semi-structured interviews was used to collect the data. The findings identify two types of decision contexts based on temporal and geographic distance to direct experience/consumption. The findings also reveal that tourists use serial heuristics for a near-optimal solution under different decision contexts, and this solution is achieved through three steps of a tourist decision journey including the initialization solution, acceptance and selection, and final decision. These heuristics can be consciously deployed or unconsciously triggered. The findings offer marketing managers direction regarding what to emphasize when delivering marketing stimuli in onsite destination decision-making contexts.
This study explores virtual brand experience (VBE), a new type of brand experience, and develops a corresponding measurement scale. The VBE scale includes five dimensions (social, intellectual, sensory, behavioral, and affective), and is validated by examining the sequential relationships among VBE, brand engagement, and consumer responses to digital reality ads. A path model shows that the social dimension is the most influential factor affecting consumer engagement with brands featured in digital reality ads. The findings indicate that VBE, given its multisensory interactive nature, can be considered equivalent to a direct experience despite it being a mediated one (i.e., indirect experience). This study contributes to the digital marketing literature and highlights the practical benefits of digital reality as a compelling branding tool in digital marketing.
With the rise of social media, companies are engaging in a new type of cause-related marketing classified as “You Share, We Donate” (YSWD) campaigns. YSWD campaigns encourage consumers to share the company’s campaign message, with the promise that the company will donate to a designated cause, and the total donation amount is linked to the number of “shares” the message gets. Thus, the success of these campaigns depends on the campaign's virality. In order to understand what organizations need to do to set up successful YSWD campaigns, we investigate the linkage between donation cap (non-)specification—an important design element—and YSWD campaign success. The results of the analyses of 574 real-world YSWD campaigns and four experiments show that donation cap non-specification encourages consumers to share the campaign message more than when a donation cap is specified. However, this effect diminishes if a company is perceived as highly credible.
Multiple brands, especially in the beauty industry, have considered and employed marketing strategies involving augmented reality (AR) in the past few years. However, the efficiency of augmented reality marketing (ARM) remains understudied. There are few experimental studies, and most are based on samples from western cultures and feature a narrow range of products. This study aims to fill this gap by conducting an experimental study using a sample of Generation Z women in Thailand to examine the effect of AR on lipstick purchase behaviour. This study primarily compares the efficiency of traditional and ARM in improving brand attitudes, reducing the perceived risk related to making a purchase and increasing purchase intentions. The results demonstrate that traditional marketing and ARM lead to significantly different results regarding the three constructs. Nonetheless, both approaches are effective in achieving all three desired outcomes. ARM is slightly more effective in reducing perceived risk, thereby providing valuable insights into its potential for successfully marketing cosmetics.
A hyper-connected digital universe referred to as the ‘metaverse’ bears the promise of fundamentally changing how consumers, brands, and firms will transact and interact in a seamlessly interconnected space of virtual realities. The potential of the metaverse is being accelerated by the increasing tendency of (i) consumers engaging and transacting in virtual spaces and (ii) firms investing millions of dollars in developing metaverse-related technologies. However, given the rapid evolution, there is a lack of clear understanding of the current scope of the metaverse and the consequent implications for marketing practice and research. This study integrates the findings from an extensive literature review of multiple disciplines and expert viewpoints of industry leaders to propose a definition and an organizing framework for the emergent metaverse. Subsequently, the authors discuss how metaverse-induced changes contribute to novel implications for marketing practice and propose a research agenda to guide future academic studies and marketing initiatives.
One of the most important problems in complex networks is to identify the influential vertices for understanding and controlling of information diffusion and disease spreading. Most of the current centrality algorithms focus on single feature or manually extract the attributes, which occasionally results in the failure to fully capture the vertex’s importance. A new vertex centrality approach based on symmetric nonnegative matrix factorization (SNMF), called VCSNMF, is proposed in this paper. For highlight the characteristics of a network, the adjacency matrix and the degree matrix are fused to represent original data of the network via a weighted linear combination. First, SNMF automatically extracts the latent characteristics of vertices by factorizing the established original data matrix. Then we prove that each vertex’s composite feature which is constructed with one-dimensional factor matrix can be approximated as the term of eigenvector associated with the spectral radius of the network, otherwise obtained by the factor matrix on the hyperspace. Finally, VCSNMF integrates the composite feature and the topological structure to evaluate the performance of vertices. To verify the effectiveness of the VCSNMF criterion, eight existing centrality approaches are used as comparison measures to rank influential vertices in ten real-world networks. The experimental results assert the superiority of the method.
This study focuses on 24 published augmented reality (AR) articles in top-tier SSCI indexed advertising and marketing journals with high SJR rankings between 2017 and 2021. Employing a content analysis frame of Yale and Gilly (1988), the study aims to provide insight for further AR-related research that could "augment" the advertising and marketing literature. The findings reveal that most of the current articles were related to consumer behavior and primarily addressed scholars and managers. It is also observed that quantitative methodology and experiments were adopted mainly. The most statistical analysis performed in these articles was meditation analysis, while the research respondents were generally students.
Purpose
The exponential growth of smartphones is complemented by an astronomical development of mobile apps that have been changing ways in which humans interact with each other, as well as how brands and customers interact. This study aims to examine the effect of mobile device and mobile app innovations on user lifestylisation among consumers from developing countries.
Design/methodology/approach
Through a qualitative approach, data was collected via focus group interviews from 32 participants from across 15 developing countries who were largely emerging cosmopolitans.
Findings
Using the thematic analysis technique, the study finds that consumer lifestylisations, based on consumption and utilisation of mobile devices and mobile apps, hinge on either pre-purchase considerations or post-purchase discoveries that stem from a bouquet of hedonic and/or utilitarian motivations. Two consumer categories are identified, with each category exhibiting unique patterns.
Originality/value
The empirical findings provide valuable theoretical contributions to new knowledge as well as practical implications for mobile gadget manufacturers and mobile app developers domiciled, or those aiming to establish their presence, in developing economies.
Museums have shown keen interest in providing XR experiences, in particular, augmented reality (AR) and virtual reality (VR), as part of their exhibitions. However, little is known about how visitors feel about such experiences and how exposure to them affects visitor interest in topics. In this study, the authors conduct a pre/post-usage survey among visitors at a museum with a VR installation. Four research models were compared to determine the most suitable model for studying gratifications. Our results showed that visitors expect to be entertained, yet they are less entertained than expected. VR provides positive learning effects, and scholars can rely on post-usage measures to assess the experience.
Augmented reality technology is accepted in different fields today. Marketing is one of the areas where this new generation technology is widely used. This technology, which enables customers to gain experience between the virtual world and the real world, regardless of time and place, in order to ensure sustainable purchasing behavior, should be considered as a gateway to the changing world of marketing. In addition to its use in the fields of augmented reality, health, defense, education, engineering, architecture, media, it has also been effective in the acceptance of institutions/organizations, brands, and social media by wider customers/users. Provided that this technology is implemented in all marketing strategies, it contributes to gaining competitive advantage in the market. In this chapter, augmented reality technology will be discussed first. In the rest of the chapter, the application of this technology to marketing strategies will be explained with examples.
Purpose
The paper focuses on extended reality technologies and their potential contribution to the improvement of services. First, it identifies extended reality technologies (AR/VR) as the most promising interfaces to enable an experiential consumption of the services. It then summarises their properties and discusses similarities and differences. Last, it maps these technologies onto a consumer psychology framework of experience to derive possible areas of future research.
Design/methodology/approach
The authors conduct a literature review and present a conceptual framework of AR/VR contributions on experience.
Findings
The study provides an up-to-date literature review including AR and VR applications for consumer and service experience, as well as recommendations for possible research directions.
Originality/value
Whereas previous contributions adopted the same, experiential approach but focused on different technology (e.g. AI) or considered multiple interfaces and their impact on the consumer journey (mostly transactions), this paper aims at digging deeper into AR/VR, while retaining an experiential view on consumption that best serves the contextualisation of AR/VR.
Previous studies have addressed some of the issues of customers' perceptions of mobile marketing, particularly the affordances of multiple communications and channels. Despite a proliferation of studies in this field, the theoretical exploration of luxury fashion customers' perceptions of multiple mobile communications and marketing channels remains at an exploratory stage. Drawing on the elaboration likelihood model and a social constructivist perspective, the current study conducted 37 in-depth interviews with Generation Z mobile luxury customers. We specifically examined how customers' emotionally and cognitively based perceptions emerge as they navigate multiple mobile marketing channels and message communications. Our model conceptualizes four elements of customers' perceptions of their mobile marketing journey that can drive mobile customer engagement and acquisition behavior. The integrative model opens up interesting avenues for further research on mobile marketing and luxury fashion consumers’ perceptions of the effects of multiple communications and marketing channels.
The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
The purpose of this study is clarifying effects of reality technologies on tourist experiences. For this purpose, tourist experiences and reality technologies are defined firstly. Thereafter, examples are given for the virtual, augmented and mixed reality applications within the tourism sector. In the last section, some evaluations are made for the future tourist experiences. In this study, it is concluded that virtual and augmented reality technologies are mainly used in museum tourism and have a positive effect on visitor experiences. In addition, it's suggested that future tourist experiences will be more conscious because of raise awareness with diffusion of augmented and virtual reality technologies in all tourism sector.
Prior research has examined the role of the traditional five sensory systems (visual, olfactory, haptic, auditory, and gustatory) and how they influence food evaluations. This research extends the boundaries of sensory marketing by examining the effects of the vestibular system, often referred to as the “sixth sensory system,” which is responsible for balance and posture. The results of six experiments show that vestibular sensations related to posture (i.e., sitting vs. standing) influence food taste perceptions. Specifically, standing (vs. sitting) postures induce greater physical stress on the body, which in turn decreases sensory sensitivity. As a result, when eating in a standing (vs. sitting) posture, consumers rate the taste of pleasant-tasting foods and beverages as less favorable, the temperature as less intense, and they consume smaller amounts. The effects of posture on taste perception are reversed for unpleasant-tasting foods. These findings have conceptual implications for broadening the frontiers of sensory marketing and for the effects of sensory systems on food taste perceptions. Given the increasing trend toward eating while standing, the findings also have practical implications for restaurant, retail, and other food-service environment designs.
Firms increasingly seek to improve the online shopping experience by enabling customers to exchange product recommendations through social augmented reality (AR). We utilize socially situated cognition theory and conduct a series of five studies to explore how social AR supports shared decision making in recommender–decision maker dyads. We demonstrate that optimal configurations of social AR, that is, a static (vs. dynamic) point-of-view sharing format matched with an image-enhanced (vs. text-only) communicative act, increase recommenders’ comfort with providing advice and decision makers’ likelihood of using the advice in their choice. For both, these effects are due to a sense of social empowerment, which also stimulates recommenders’ desire for a product and positive behavioral intentions. However, recommenders’ communication motives impose boundary conditions. When recommenders have strong impression management concerns, this weakens the effect of social empowerment on recommendation comfort. Furthermore, the stronger a recommender’s persuasion goal, the less likely the decision maker is to use the recommendation in their choice.
People are increasingly purchasing (e.g., food, clothes) and consuming (e.g., movies, courses) online where, traditionally, the sensory interaction has mostly been limited to visual, and to a lesser extent auditory, inputs. However, other sensory interfaces (e.g., including touch screens, together with a range of virtual, and augmented solutions) are increasingly being made available to people to interact online. Moreover, recent progress in the field of human-computer interaction means that online environments will likely engage more of the senses and become more connected with offline environments in the coming years. This expansion will likely coincide with an increasing engagement with the consumer's more emotional senses, namely touch/haptics, and possibly even olfaction. Forward-thinking marketers and researchers will therefore need to appropriate the latest tools/technologies in order to deliver richer online experiences for tomorrow's consumers. This review is designed to help the interested reader better understand what sensory marketing in a digital context can offer, thus hopefully opening the way for further research and development in the area.
Product importance and related constructs have been inadequately defined and understood in the consumer behavior literature. This paper reviews and integrates these constructs and presents a framework for the analysis of product importance perceptions. Two forms of the construct are identified, and the antecedents of and responses to product importance are specified. Implications for consumer research and marketing management are discussed.
Augmented reality (AR) has the potential to reshape the mobile shopping experience and create more mean- ingful consumer-brand relationships. Yet, the broader experiential and brand-related impact of AR remains unclear, as much existing research adopts an app-centric perspective focused on consumers’ motivations for and reactions to using AR applications. The current article takes a more holistic approach to examine what consumer- brand relationships can be facilitated through augmented reality. Through an ethnographic study of how con- sumers use Sephora's mobile AR shopping app in their own homes, we find that a close and intimate (rather than transactional) relationship can emerge due to how the branded AR app is incorporated into consumers’ intimate space and their sense of self. This study thus broadens the focus of AR research from the immediate physical context into which virtual information is embedded, to the wider spatial-symbolic context of where consumers use AR apps, as well as to the inner context of how self-augmentations are integrated into consumers’ self- concepts.
Augmented reality (AR) has been increasingly implemented to enhance visitor experiences, and tourism research has long understood the importance of creating memorable experiences, leading to the research era of experience economy. Although technology-enhanced visitor engagement is crucial for science festivals, research focusing on visitor engagement through AR using the experience economy perspective is limited. Therefore, the aim of this study is to examine how the educational, esthetics, escapist and entertainment experience using AR affect visitor satisfaction and memorable experience, and eventually, lead to visitor engagement with science experiences in the context of science festivals. A total of 220 data inputs were collected as part of the European City of Science festivities and Manchester Science Festival 2016 and analyzed using structural equation modelling. Findings show that the four realms of experience economy influence satisfaction and memory and, ultimately, the intention for visitor engagement with science research at science festivals. Theoretical contributions and practical implications are presented and discussed.
This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool using two products—sunglasses and watches. Study 1 explores the effectiveness of AR by comparing it to a conventional website. The results show that AR provides effective communication benefits by generating greater novelty, immersion, enjoyment, and usefulness, resulting in positive attitudes toward medium and purchase intention, compared to the web-based product presentations. Study 2 compares the paths by which consumers evaluate products through AR versus web with a focus on interactivity and vividness. It is revealed that immersion mediates the relationship between interactivity/vividness and two outcome variables — usefulness and enjoyment in the AR condition compared to the web condition where no significant paths between interactivity and immersion and between previous media experience and media novelty are found. Participants' subjective opinions about AR are examined through opinion mining to better understand consumer responses to AR.
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.
Augmented reality (AR) applications are a powerful, modernized tool with the potential to engage students to develop skills for the future, and enhance the overall learning experience. Kolb’s Experiential Learning Cycle has been widely adopted in education studies to develop more appropriate learning opportunities. However, the adoption of the specific model in the context of AR as a learning tool for school children in cultural heritage tourism remains scarce. Hence, this study aims to address the gap in the literature, with an aim to assess how utilizing new and innovative technologies can enhance the overall learning experience in the cultural heritage tourism context. Experiments and three focus groups were conducted and analyzed using thematic analysis, and findings demonstrate a positive response from participants, revealing that new knowledge was gained as a result of the AR experience, thus, supporting the potential of AR in education, and in cultural heritage tourism.
Keywords: Augmented reality, cultural heritage tourism, learning experience, Experiential learning cycle
The purpose of this study is to empirically test an integrative model linking tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. The model was tested using data collected from domestic tourists visiting Sardinia, Italy. Results show that tourists’ emotional experiences act as antecedents of perceived overall image and satisfaction evaluations. In addition, overall image has a positive influence on tourist satisfaction and intention to recommend. The study expands current theorizations by examining the merits of emotions in tourist behavior models. From a practical perspective, the study offers important implications for destination marketers.
We discuss common method bias in the context of structural equation modeling employing the partial least squares method (PLS-SEM). Two datasets were created through a Monte Carlo simulation to illustrate the discussion: one contaminated by common method bias, and the other not contaminated. A practical approach is presented for the identification of common method bias based on variance inflation factors generated via a full collinearity test. Our discussion builds on an illustrative model in the field of e-collaboration, with outputs generated by the software WarpPLS. We demonstrate that the full collinearity test is successful in the identification of common method bias with a model that nevertheless passes standard convergent and discriminant validity assessment criteria based on a confirmation factor analysis.
Innovative marketers can now leverage augmented reality to craft immersive brand experiences, create more interactive advertising, and enable consumers to experience products and spaces in novel ways. Augmented reality (AR) is the practice of displaying digital information over people’s real-time view of objects, people, or spaces in the physical world. While AR can play a valuable role in integrated marketing programs, little is known about the practice and how to execute effective AR programs in the marketplace. We address this gap and discuss a framework that describes the active and passive ingredients of augmented reality. We describe the basic design decisions that marketers need to make when planning an augmented reality campaign. We also explain how understanding and addressing the dynamics between various active and passive AR ingredients can help marketers to optimize their AR campaigns and enhance various types of consumer engagement: user-brand engagement, user-user engagement, and user-bystander engagement. Through our framework and analysis, we develop eight actionable recommendations for marketing managers. We advise marketers to follow the ENTANGLE acronym to design immersive AR experiences that maximize consumer engagement.
Building on Pine and Gilmore’s experience economy concepts and recent related travel research, this study newly investigated the relationships among the experience of film festival visitors, their satisfaction, and their behavioral intention. In particular, the study focused on how an escapist experience and traveler satisfaction mediated the effects of the other experiential dimensions on behavioral intention. The data supported the proposed theoretical relationships among the constructs and the applicability of the experience economy scales to festival management. The results also validate a mediating role of the escapist experience between the tourist’s perceptions of festival performance and behavioral intention toward future film festival participation.
Purpose
– A desirable experiential environment is an essential source of competitive advantage in the festival industry. Understanding festival attendees' experience is imperative for festival organizers because attendees' experience is a predictor of their future behavior. With the experience economy concept of Pine and Gilmore (1998), the study identified four underlying dimensions of festival attendees' experience (education, entertainment, esthetics, and escapism) and examined the impacts of these experience dimensions on festival attendees' vividity of memory and loyalty.
Design/methodology/approach
– Data were collected from online surveys completed by 338 attendees of VEISHEA festival. This study employed confirmatory factor analysis, regression analysis, and structural equation modeling to achieve its goals.
Findings
– Experience has a positive effect on vivid memory, which consequently influences loyalty. Each dimension of experience economy significantly influences vividity of memory. However loyalty is affected only by the entertainment and esthetics dimensions.
Practical implications
– Festival marketers are advised to design activities that provide memorable experiential products and services for attendees based on the four dimensions of the experience economy.
Originality/value
– The study is a pioneer in the evaluation of vividity of memory to the festival context.
In the past decade, Pine and Gilmore set out the vision for a new economic era, the experience economy, in which consumers are in search for extraordinary and memorable experiences. Since then, a rich body of research on applications of the experience economy concepts have appeared in the marketing literature. However, academic investigations on the measurement of tourism experiences are very recent. The purpose of this article is twofold: to identify the underlying dimensions of cruisers' experiences and to investigate the relationships among cruisers' experiences, satisfaction, and intention to recommend. Overall, findings of this study enhance the theoretical progress on the experiential concept in tourism and offer important implications for cruise marketers.
Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact on a variety of marketing practices and are attracting increasing attention from marketing researchers. In this article, we review developments in VR/AR applications and research in the area of consumer marketing. We propose a conceptual framework for VR/AR research in consumer marketing that centers around consumer experiences provided by VR/AR applications along the customer journey and the effectiveness of such applications, and delve into the key concepts and components of the framework. Next, we provide a comprehensive overview of VR/AR applications in current practices and extant research on VR/AR in consumer marketing. Finally, based on this framework, we offer an outlook for future developments of VR/AR technologies and applications, discuss managerial implications, and prescribe directions for research on consumer marketing.
Augmented reality (AR)-based virtual try-on product presentations allow consumers to assess how well the displayed products match their actual bodies, unlike traditional Web-based product presentations. This study examines the important role of the consumer's perceived body image in consumer evaluation and intention to adopt AR-based virtual try-on technology. The study compares consumer responses to AR-based and traditional Web-based product presentations. The results reveal that consumers who perceive their body image as unfavorable record more favorable evaluations about AR than about traditional Web-based product presentations, while consumers who perceive their body image as favorable record no differences in their responses to the two presentations. Moreover, the positive and negative impacts of interactivity and media irritation on adoption intention are moderated by body image for AR but not for Web-based product presentations. This study not only has significant implications for researchers but also practical implications for e-tailors.
Purpose
The purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.
Design/methodology/approach
A D-optimal discrete choice conjoint design was used. The data were analysed using a multinomial logit model and desirability indices.
Findings
Findings indicate that low price was the most important factor that influenced young consumers' preferences. After price, young luxury consumers placed a greater importance on channel attributes such as human-assisted service and virtual fitting rooms.
Research limitations/implications
The sample consisted of young consumers in their 20s and 30s, who utilise both online and offline channels. Hence, the income level was relatively low. Also, the results cannot be generalised to all luxury consumers.
Practical implications
Providing preferable channel attributes is more crucial to young luxury fashion shoppers than focusing on improving product attributes, with the exception of price.
Originality/value
The paper proposes the optimal combination of key product and channel attributes that is most preferable to young luxury fashion consumers in the multi-channel environment.
Purpose
This paper aims to investigate factors affecting the relationship between consumers’ brand trust and purchase intentions after exposure to targeted mobile app ads during holiday periods, including the mediating roles of consumers’ ad attitudes, different discount levels and their interactions; and the moderating roles of the anticipated gain (loss) (i.e. access to discounts) associated with mobile app usage (non-usage).
Design/methodology/approach
Data were collected from 559 respondents who were randomly assigned to six groups based on a 2 (ad type: new, holiday-themed vs regular product) × 3 (promotion level: 0% vs 20% vs 40%) between-subjects design. Regression analysis and structural equation modeling techniques are used to test the hypothesized mediators and moderators.
Findings
Consumers with high brand trust are likely to purchase both new and regular products. Consumers with low brand trust are most responsive to mobile app ads for regular products when offered a high discount. Ad attitudes across all discount rates and product types mediate the relationship between brand trust and purchase intentions; the anticipated gain associated with using a mobile app (i.e. access to discounts) moderates the effect of attitudes toward ads promoting regular products when a high discount is offered.
Originality/value
To the best of the author’s knowledge, this is one of the first studies to explore how interactions among important factors in contexts involving mobile apps and holiday promotions influence and mediate the relationship between brand trust and purchase intentions. This study also reveals an important boundary condition that moderates consumers’ responses to targeted mobile app ads in the context of holiday marketing.
The purpose of this study is to provide empirical evidence to support the role of sensory marketing in the restaurants. Data were collected through a survey from the customers of the restaurants. A sample of 362 respondents was taken for the study. Hypotheses were tested through statistical tests using SPSS and SmartPls 3.0. Empirical evidence supports the view that restaurants using sensory marketing techniques have more satisfied customers than otherwise. The sample was chosen on the basis of income of respondents. Data were collected from three major cities of Pakistan (Karachi, Lahore and Islamabad). The study should be replicated in different contexts to find the similarity of results along with finding new perspectives. The paper provides support for the significance of sensory marketing to enhance the satisfaction of customers in restaurants by using service quality.
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).
The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, physical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologies and experiences have not yet been clearly established by researchers and practitioners. This paper aims to offer a better understanding of these concepts and integrate technological (embodiment), psychological (presence), and behavioral (interactivity) perspectives to propose a new taxonomy of technologies, namely the “EPI Cube”. The cube allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey. The paper concludes with theoretical and managerial implications, as well as a future research agenda.
The authors highlight the need for and develop a framework for engagement by reviewing the relevant literature and analyzing popular- press articles. They discuss the definitions of the focal constructs-customer engagement (CE) and employee engagement (EE)in the engagement framework, capture these constructs' multidimensional, and develop and refine items for measuring CE and EE. They validate the proposed framework with data from 120 companies over two time periods, and they develop strategies to help firms raise their levels of CE and EE to improve performance. They also observe that the influence of EE on CE is moderated by employee empowerment, type of firm (business-to- business [B2B] vs. business-to-consumer [B2C]), and nature of industry (manufacturing vs. service); in particular, this effect is stronger for B2B (vs. B2C) firms and sen/ice (vs. manufacturing) firms. The authors find that although both CE and EE positively influence firm performance, the effect of CE on firm performance is stronger. Furthermore, the effect of CE and EE on performance is enhanced for B2B (vs. B2C) and for service (vs. manufacturing) firms.
Purpose—This paper explores the current and future role of Augmented Reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper synthesises current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR.
Design/methodology/approach—Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey.
Findings—AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of i) embedded, ii) embodied, and iii) extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike.
Originality/value—Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.
Integrating virtual objects into the physical world is about to become real. Augmented reality smart glasses (ARSG), such as Microsoft HoloLens and other head‐mounted displays, allow users to augment and enhance their subjective perceptions of reality. However, extant research lacks findings to explain why people intend to use ARSGs in particular situations. To address this highly relevant research gap, this study proposes and tests a theoretical model that examines people's expected gratifications from ARSG usage. In doing so, this research enhances the understanding of ARSGs and adds novel constructs (e.g., desired enhancement of reality) to the stream of technology and media adoptance.
Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media conversations and generate millions of brand messages, it remains unclear what, how, and when brand messages stand out and prompt sharing by consumers. With a conceptual extension of speech act theory, this study offers a granular assessment of brands’ message intentions (i.e., assertive, expressive, or directive) and the effects on consumer sharing. A text mining study of more than two years of Facebook posts and Twitter tweets by well-known consumer brands empirically demonstrates the impacts of distinct message intentions on consumers’ message sharing. Specifically, the use of rhetorical styles (alliteration and repetitions) and cross-message compositions enhance consumer message sharing. As a further extension, an image-based study demonstrates that the presence of visuals, or so-called image acts, increases the ability to account for message sharing. The findings explicate brand message sharing by consumers and thus offer guidance to content managers for developing more effective conversational strategies in social media marketing.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Increasingly, retailers rely on interactive technologies to improve consumers' shopping experiences. On the one side, interactive kiosks and smart mirrors make use of dedicated devices and software to explain, configure, and recommend products. On the other side, computer programs – so-called apps – are installed on the consumer's own device for the same purpose. They can be used at home, or – if installed on a mobile device – in retail outlets or on the move. In all cases, augmented reality (AR) can support these purposes by placing virtual content (e.g. new furniture) in a real environment (the consumer's home). The overall perception and acceptance toward such interactive technologies are discussed in this paper. Users' perceptions and experiences are measured by applying a modified technology acceptance model (TAM). Four experiments, two with marker-based and two with markerless AR apps are presented to support the generalization of the results, the measurement models and the measurement approach. The results are satisfactory with regard to the robustness of the TAM model. However, the relative importance of hedonic (enjoyment, pleasure, fun) and utilitarian (information) aspects varies for different kinds of AR apps and has to be considered for improvement to occur. From a measurement point of view the acquiescence bias has to be dealt with when developing scale items.
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 surv