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.
COVID-19 produces severe negative impacts on almost all businesses as well as related activities and functions. Although education is the sector that is ranked among those sectors that received the hardest hit due to the outbreak of the pandemic. In fact, the transition from a physical model of teaching to online teaching is too quick to handle for institutions, faculty, staff as well as students. Hence the need of understanding the impact, implications, and challenges is legitimate and proper emphasis is desired on these points so to formulate better strategies to combat any future challenges. This chapter is one of the initial ways to present all the related challenges and ways to combat these challenges that are raised by the outbreak of the pandemic not only for the institutions but also for the students of the higher education industry.
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