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A Model for the Approach to Augmented Reality Deployment in Marketing Communications
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In the contemporary landscape, human interaction is characterized by the pervasive mediation of intelligent agents. Owing to advances in computer science and engineering, phenomena once limited to fixed locations are metamorphosing from extraneous entities to implicit components of the everyday. Computing power has simultaneously enhanced and minia...
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... model proposed by the author is depicted in Figure 1, representing the cumulative output of both practitioner and consumer discourse derived from the research findings: As the model depicts, the act of deployment itself comprises one of two major dimensions of the model. A core tenet of the model is that effective AR implementation begins as early as the decision of whether or not to utilise the medium for a given communications endeavor. ...
Citations
... Through the framework, they offer eight actionable recommendations, summarized by the acronym ENTANGLE, to help marketing managers design immersive AR experiences that maximize consumer engagement. Mahony (2015) state that digitally mediated experiences have expanded beyond virtual forms in synthetic environments and augmented reality (AR) emerged has as a technology that seamlessly integrates virtual information into the physical world. They state that there is a gap in understanding societal implications of AR. ...
This paper explores powerful promotional tool Augmented Reality Advertisements and its impact on Gen Z. The major factors considered are awareness of these advertisements, the effect these have on Gen Z, and this generation's experience of AR Advertisements. Using a structured questionnaire tool, random stratified sampling was used to collect data from respondents. The findings of this study through the analysis of 177 fully filled and qualified forms reveal that amongst different MBA course specializations, Sales & Marketing students are more aware about AR ads compared to other specializations. The results also positive response for the Brand experience with respect to AR Advertising. Regarding the effect of AR advertisements on these Gen Z students, 66 % of total students feel that these AR advertisements are effective and have the potential to change the Indian advertising industry. The preferred modes to interact with AR Ads are through AR Games, interactive videos, and immersive Experiences, while the least preferred mode is Interactive 3D models. The findings of this study can be beneficial for advertising agencies and organizations to increase usage of AR advertising to attract, engage, and retain these Gen Z customers.
... tudents can analyze human organs via AR-primarily based totally applications, for instance, the human cranium in a thirddimensional shape genuinely and have interaction with those digital objects [19]. Furthermore, via way of means of the usage of AR, college students can analyze visually and interactively approximately earth and area and specific existence beneathneath the sea [20]. ...
Physics Physics learning media is currently starting to increase according to the times. Android-based learning applications are currently starting to develop towards augmented reality (AR) technology. This study aims to develop a product in FULAN (Fun physics learning using augmented reality) learning media as a learning medium on magnetic electricity material. This type of research is development research. The subjects involved in this study were a learning media expert and physics education expert, and physics teacher candidate students at Sultan Ageng Tirtayasa University. The data processed in this study were collected through expert validation sheets, student response questionnaires with a Likert scale. The collected data were analyzed descriptively. The model used in this study is the ADDIE model, which consists of five stages, namely assessment analysis, design, development, implementation, and evaluation. The results of this study are: the learning media made obtained a score of 81% from instructional media experts, 85% from physics education experts, and 88% from student responses. FULAN learning media using Augmented Reality technology as a creative, innovative teaching aid can increase student enthusiasm in studying magnetic electricity material. Based on these results, it can be concluded that the FULAN learning media is suitable for use in learning physics.
... Artırılmış gerçeklik (AG) uygulamaları haber (Yöndem ve Karadağ, 2019), askeri (Livingston ve ark., 2011), sağlık (Zhu ve ark., 2014), turizm (Abd Rashid ve Mohamed, 2017), spor (Bozyer, 2015), reklam (Yang, Carlson ve Chen, 2020) ve pazarlama (O'Mahony, 2015) gibi çeşitli alanlarda kullanılmaktadır. Küresel olarak mobil cihazların artan popülaritesi, akıllı telefonlar ve tabletler gibi mobil cihazlarda AG' nin yaygın kullanımı giderek büyüyen bir merak konusu olmuş, artırılmış gerçeklik temelli uygulamalar eğitim alanında da kullanılmaya başlamıştır. ...
The research was conducted to examine the postgraduate theses in the field of augmented reality education in terms of various variables. In line with this purpose, 76 theses made in the field of augmented reality education between 2013‐2020, accessible from the National Thesis Center of the Council of Higher Education, have been included in the research. The data were analyzed by content analysis. As a result of the research, the majority of theses are of the
master's type, the theses tend to increase in general, 44 universities, 6 institutes and 21 departments, different subject areas, mostly mixed method and experimental design, students who study at secondary and undergraduate school levels are more it has been determined that many are included. In line with the findings, it has been suggested to increase doctoral dissertation studies, to plan studies on different subjects, and to conduct studies involving preschool children.
... Rauschnabel et al. (2019) mention that, although previous research on AR has produced relevant insight to the reception of AR, on a broader scale their impact on brand-related outcomes remains unclear. Despite this, AR has great future potential both as an interactive entertainment technique (Kipper and Rampolla, 2012) and as a marketing tool, as long as its distinct qualities are taken into consideration (O' Mahony, 2015). ...
... This can partly be caused by badly designed AR applications (O' Mahony, 2015) or the fact that AR's perceived novelty value is slowly decreasing (Yim et al., 2017;Hinsch et al., 2020;Riar et al., 2021;Sung, 2021). As a conclusion to these findings, this thesis proposes the following: ...
The gamification of society, increased ad-blocking practices, and technological leaps in mobile augmented reality (AR) have manifested themselves as an increased amount of augmented reality social media advergame (ARSMAG) campaigns being published. These advertisements utilize social media platforms’ gamification and AR features to provide consumers with increasingly immersive and engaging brand experiences. However, no research exists on ARSMAGs specifically, and the potential consumer value of AR in ARSMAGs has not been addressed in academic literature. It is imperative for practitioners and researchers to know which consumer experience variables affect AR’s value creation process. The aim of this thesis was to review existing AR, social media, and advergame knowledge and practices, and propose key variables to study AR’s value creation in ARSMAGs.
The research was completed using a conceptual framework method. First, initial keywords were identified, and then the studies revealed by the search were assessed by their relevance to the topics of AR, social media, and advergames, in addition to consumer value creation, leaving 155 topic-relevant academic papers. According to conceptual framework guidelines, existing practical applications of these concepts were then reviewed, along with related online blog posts and other non-academic material. At this point, some data sources were discarded due to topic irrelevance. After that, key findings revealed by the review were categorized into a conceptual framework as variables under AR, social media, and advergame topics, and their definitions and relations to the AR value creation process in ARSMAGs were further elaborated on. Based on each variable category review findings, this thesis proposes that to study the process of AR value creation in ARSMAGs, researchers and practitioners should consider the AR experience variables esthetics, telepresence, satisfaction, novelty, and sensory interactions, social media variables shared social experience and electronic word-of-mouth (eWOM), and advergame variables flow, limited-capacity model of attention, and congruence.
The main limitation of this research was the conceptual and interpretive format of the chosen methodology, conceptual framework. Quantitative methods would have produced more measurable results instead of interpretive findings and propositions. Other limitations were the subjective nature of the data gathering, analysis, and categorization related to the framework, as each researcher would interpret the findings differently based on their variable-related emphasis, study background, and interests. The final limitation was the concept of consumer perceived value, which is always subjective to the individual, and hard to measure. Practitioner benefits from this research are the AR value creation variables proposed in this thesis, as by understanding the AR value creation process, practitioners can create better ARSMAGs. The value of this thesis for researchers is the proposed conceptual framework to study AR value creation in ARSMAGs and the multitude of future research directions related to them. The originality and value of the entire thesis for the academic community is the initiation of research on ARSMAGs, the first definition of the term and concept of ARSMAGs, and the consequent added research knowledge to advergames, AR, social media, and value creation.
... Artırılmış gerçeklik (AG) uygulamaları haber (Yöndem ve Karadağ, 2019), askeri (Livingston ve ark., 2011), sağlık (Zhu ve ark., 2014), turizm (Abd Rashid ve Mohamed, 2017), spor (Bozyer, 2015), reklam (Yang, Carlson ve Chen, 2020) ve pazarlama (O'Mahony, 2015) gibi çeşitli alanlarda kullanılmaktadır. Küresel olarak mobil cihazların artan popülaritesi, akıllı telefonlar ve tabletler gibi mobil cihazlarda AG' nin yaygın kullanımı giderek büyüyen bir merak konusu olmuş, artırılmış gerçeklik temelli uygulamalar eğitim alanında da kullanılmaya başlamıştır. ...
... XR applications allow for individualizing the customer approach in all steps of the sales cycle, offering new experiences to the customer and considering her/his needs purposefully [14]. Accordingly, XR yields potential benefits for the business [15] since it enhances the transfer of content and the activation of communicative participants [16]. ...
Extended reality (XR) has the potential to change well-established practices in business-to-business (B2B) sales. We investigate in this paper under which circumstances XR can be used in B2B sales and which factors drive or hamper the adoption. For this purpose, we conduct a qualitative survey and present insights into application scenarios of XR. The results illustrate the influences of customer interest, salesperson characteristics, and organizational facilitators on the adoption and use of XR in B2B sales.
... XR applications allow for individualizing the customer approach in all steps of the sales cycle, offering new experiences to the customer and considering her/his needs purposefully [14]. Accordingly, XR yields potential benefits for the business [15] since it enhances the transfer of content and the activation of communicative participants [16]. ...
Extended reality (XR) has the potential to change well-established practices in business-to-business (B2B) sales. We investigate in this paper under which circumstances XR can be used in B2B sales and which factors drive or hamper the adoption. For this purpose, we conduct a qualitative survey and present insights into application scenarios of XR. The results illustrate the influences of customer interest, salesperson characteristics, and organizational facilitators on the adoption and use of XR in B2B sales.
... Three-dimensional commonly abbreviated as 3D or called space, is a form of objects that have length, width, and height [24]. This term is usually used in the fields of art, animation, computer and mathematics [25]. The application of augmented reality is not like virtual reality which completely replaces reality, but augmented reality only adds or complements reality by using the ARToolkit and Marker Library so images in three-dimensional form will appear on the webcam-assisted computer screen [26 -28]. ...
The purpose of this study was to determine the understanding of mathematics concepts of pre-service elementary education teachers at Universitas Sultan Ageng Tirtayasa (Sultan Ageng Tirtayasa University) through augmented reality learning media. The method used in this study was a quasi-experiment with the design of one group pre-test and post-test. The instrument used in this study was a test of understanding of mathematics concepts on geometry topic in the form of 10 description tests and tested on 20 pre-service teachers (higher education students). The average result of N-gain in pre-service elementary education teachers was 0.48 in the medium category. Based on the results obtained, the use of augmented reality can be used as a learning medium for mathematical concepts. In the learning process, students can easily understand the material taught. The suggestion in this research is that further development of augmented reality media is needed at all levels of education and it needs to be tested in a larger scale in order to know its effectiveness to be used in all levels of education.
... Essa combinação de fatores revolucionou as comunicações móveis, gerando fenômenos no meio digital, como a Realidade Virtual (RV) e Aumentada (RA). É necessário consolidar um modelo de implementação efetiva das tecnologias de RV e RA nas estratégias de marketing (MAHONY, 2015), inclusive o imobiliário. Dessa maneira, é imprescindível que os objetivos de comunicação da companhia estejam alinhados com os atributos e características da RV. ...
... Dessa maneira, é imprescindível que os objetivos de comunicação da companhia estejam alinhados com os atributos e características da RV. Quando não se compreende com clareza as vantagens da utilização da RV sobre os demais canais e não há um alinhamento de objetivos em termos de comunicação, a RV terá sua eficácia provavelmente limitada, fazendo com que o consumidor se torne indiferente à campanha (MAHONY, 2015). Por outro lado, quando este alinhamento é bem executado, a RV atinge seu máximo potencial, compondo um meio envolvente, que pode gerar engajamento no consumidor, o que consequentemente irá acelerar a difusão da campanha na sociedade (MAHONY, 2015). ...
... Quando não se compreende com clareza as vantagens da utilização da RV sobre os demais canais e não há um alinhamento de objetivos em termos de comunicação, a RV terá sua eficácia provavelmente limitada, fazendo com que o consumidor se torne indiferente à campanha (MAHONY, 2015). Por outro lado, quando este alinhamento é bem executado, a RV atinge seu máximo potencial, compondo um meio envolvente, que pode gerar engajamento no consumidor, o que consequentemente irá acelerar a difusão da campanha na sociedade (MAHONY, 2015). ...
Virtual Reality (VR) has been studied, developed and applied in different situations and different fields. This paper approaches VR as a technology used in the context of real estate marketing and aims to identify the technologies employed, offering technological alternatives for the development of similar applications. This is an exploratory study, that seeks to provide insights and understanding about two cases of VR in real estate marketing in Brazil: MRV My Home Experience and Shortstay Curitiba. The authors experienced both, the technologies employed were identified and, subsequently, alternatives that generated similar VR experiences were presented. The VR applications and their technological alternatives described can stimulate the dissemination of these technologies, contributing to the VR being used not only in the real estate sector but throughout the Architecture, Engineering, Construction, and Operation sector.
... Augmented Reality (AR) will have the potential to alter strategies within digital marketing and especially mobile marketing in the next few years (e.g., Shankar et al, 2016;Scholz & Smith, 2016;O'Mahony, 2015;El-Seoud & Taj-Eddin, 2019). Since 2017 a number of factors have contributed to a considerable increase in services and diffusion of AR usage in the customer market. ...
Augmented Reality (AR) will have the potential to alter strategies within digital marketing and especially mobile marketing in the next few years. We conducted a test of a prototypical purchasing process based on Microsoft HoloLens technology in a laboratory setting with a group of test persons and collected the impressions of the users through semi-structured interviews. In our research, we firstly identified numerous challenges in the interaction with AR shopping technology such as the correct execution of gestures for interaction with the technology. At the same time, however, we were able to show that the users perceived the clear advantages of this technology, for instance, the contextual presentation of products in a real-world setting. Finally, the enthusiasm and goodwill of the users are two unexpected and salient results that warrant future research.
