The Impact of Augmented Reality Advertisement on Customer Engagement in the Era of Connnected Consumers

The Impact of Augmented Reality Advertisement on Customer Engagement in the Era of Connnected Consumers

Azharul Islam (University of Wales Trinity Saint David, UK)
DOI: 10.4018/978-1-7998-0131-3.ch014

Abstract

Innovation in technology is advancing by the day. As a latest and useful technology, augmented reality (AR) is drawing and getting attention from every sectors such as marketing, engagement, and user experience. Augment reality (AR) has become a recent trend for modern marketing. Marketers nowadays invest money and time in creation of new digital marketing platform for connected consumers. In this chapter, the researcher aims to discuss the impact of augmented reality advertisement on changing customer attitude towards brands. The purpose of this chapter is to discuss the impact of AR advertising on customer engagement and enhance user experience. Furthermore, this research has pinpointed the impact of augmented reality advertisement on cognitive, affective, and behavioural engagement.
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Background Of Augmented Reality (Ar)

In the era of the very connected consumers, the Augmented Realty (AR) in the advertisement is considered as the latest breakthrough technology. The AR is getting much attention for its extensive uses. Augmented Reality is a computer-assisted augmenting of perception by means of additional interactive information levels in real-time, such that the observer is immersed in the real and virtual world at the same time. Fundamentally, the AR is a combination of the virtual object and the real world that gives an opportunity to the audience to interact with this object in real-time (Vallio 1998). Moreover, it is an advanced concept of virtual reality (VR), in which the audience gets excess of the computer-based virtual environment. In addition, AR technologies work with interaction and integration with the real world with 3D technology in a virtual environment (Cascales et al., 2013; Mullen, 2011). AR is also described as the latest form of technology created on the sense of the integration, image, and clips of the real environment with the virtual environment through the 3D computer-based graphics and all the components measured by the computer (Etmeezi, 2010). By using the special system and methods AR technology merges the actual environment with the virtual environment. For example, during surgery using an augmented reality application, a surgeon can get all virtual information on areas of treatment (Nowfall, 2010). AR technology advanced step of the virtual reality with some variations, where with the support of the relevant application and graphical imposition audience experience the real world (Azuma, 1997). This creates a lot of interest, curiosity to the customers and can increase customer interest and involvement. Thus, the new form of technology and application AR considered to be the most buzzing concept in the advertisement industry.

Key Terms in this Chapter

Augmented Reality Advertisements: AR advertisement uses AR technology to enhance to visual, sensory, and engagement effects of advertisements.

Augmented Reality: A computer-assisted augmenting of perception by means of additional interactive information levels in real-time, such that the observer is immersed in the real and virtual world at the same time.

Attitude or Consumer Attitude: A learned predisposition of a consumer to respond to an object or class of objects in a consistently favourable or unfavourable way. It is a sum total of thinking, feeling, and action towards an object, product, or brand.

User Experience: Is a process of the interaction between the audience and the world, it relates to a person's attitude and rational and emotions about the product or services they used.

Behavioural Intention: Is a tendency audience or customers in order to respond in a certain manner towards the offerings, value, product, or a brand.

Customer Engagement: Is the level of active customer’s rationale and emotional connection and involvement that results in behaviour towards a brand or brand or service, such orientations mean that a customer becomes a co-creator of value.

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