A Proposed Model for the Approach to Augmented Reality Deployment in Marketing Communications

Abstract

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 miniaturized to the extent that contemporary consumer devices demonstrate power equivalent to or greater than that of personal computers of recent memory. At the same time, network connectivity has proliferated to ubiquitous levels, reflected in the fact that the amount of inanimate objects connected to the Internet has recently surpassed the human population of earth. Digitally mediated experiences are thus no longer the province of fixed-line terminals; rather than projecting a virtual avatar of oneself into a synthetic environment, elements of that environment are extricated and placed into the physical domain. In this landscape, the concept of augmented reality (AR) has emerged as a way to visualize the pervasive virtual information woven into the physical environment. However, research on the phenomenon has largely remained technical in nature; the collective body of work which seeks to understand its role in society has remained comparatively limited. This paper aims to bridge the divide between these hitherto disparate research avenues. The paper affords particular attention to the impact of AR on the discipline of marketing communications, as the domain's interest towards phenomenon accelerates; following the motifs of historically innovative phenomena such as television and the Internet. Through a qualitative approach, the paper derives insight from key social actors, resulting in a number of findings used as a foundation to build knowledge on the nascent role of AR in the marketing communications domain. A model is presented which schematizes an approach to the deployment of AR, formalizing the collective intelligence of those key social actors. The aim of the paper is thus to propose heuristics for marketing professionals who seek to implement AR as a component of a communications programme, and increase the collective knowledge of the discipline on this enigmatic phenomenon. The proposed model is dual-natured, highlighting not only the unique attributes of AR, but emphasizing the robustness of traditional best practice values to which its implementation must adhere. The latter represents a recurring theme throughout the research findings; a potentially significant one given the singular nature of the phenomenon and the tendency towards the novel observed in many of its early applications.

Türki̇ye’de Artirilmiş Gerçekli̇kle İlgi̇li̇ Eği̇ti̇m Alaninda Yapilan Li̇sansüstü Tezleri̇n İncelenmesi̇

“…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.…”

Let me Entertain You – the Influence of Augmented Reality on Purchasing Intention in E-Commerce

“…AR is blurring the boundaries between online and offline channels, creating a holistic customer experience [6,7]. AR is defined as systems that integrate virtual information into the physical environment of users, making information experienceable in the desired environment [11,16,[19][20][21][22][23]. According to Ye, et al [20], AR is characterized by three basic functions: a combination of real and virtual worlds, real-time interaction and precise 3D registration of virtual and real objects.…”

“…According to Tran, et al [26], consumers prefer product information via AR applications over text and 2D pictures in online shops. AR is increasing consumers information volume and convenience, having the potential to decrease risk in buying decisions [6,8,19] and to eliminate dissatisfaction due to unmet expectations [6], as the additional information is able to compensate for the lack of physical cues. AR shopping environments foster trust in the competencies of an enterprise [27].…”

Realidade Virtual aplicada ao marketing imobiliário: alternativas tecnológicas

“…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).…”