Effect of Augmented Reality Advertising on Purchase Intention
| Autor: | Muhammad Furquan Saleem, Muhammad Asim, Jaweed Ahmed Chandio |
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| Rok vydání: | 2022 |
| Zdroj: | Journal of Marketing Strategies. 4:157-172 |
| ISSN: | 2710-5288 2788-6778 |
| DOI: | 10.52633/jms.v4i1.164 |
| Popis: | In advertising, Augmented Reality (AR) is considered to be the latest smart innovation used for advertising and marketing different products and services. By the use of this technology, the brands and the companies engage in interaction with the target audience to retrieve the expectations of the existing and potential users. However, significant factors are associated with the adoption of AR technology. This study aims to find the effect of augmented reality advertising on purchase intention. For this purpose, the study focused on various factors including informativeness, entertainment, credibility and irritation which lead to the purchase intention. For the study design, the researcher has used an experimental research strategy. The respondents were shown augmented reality based advertisements to learn about their experiences. The outcomes obtained from this research revealed that augmented reality based advertisements are very informative and entertaining as compared to other mediums. All the factors examined in the study have a significant impact on purchase intention. This is, therefore, concluded that marketers must consider the use of AR in their advisements, which is easy to use and entertaining and does not irritate the customers. This research has also demonstrated that AR technology is one of the best approaches which can be used for creating interactive experiences with customers, and provide them with effective services and products. |
| Databáze: | OpenAIRE |
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