Abstract
Augmented reality technology is accepted in different fields today. Marketing is one of the areas where this new generation technology is widely used. This technology, which enables customers to gain experience between the virtual world and the real world, regardless of time and place, in order to ensure sustainable purchasing behavior, should be considered as a gateway to the changing world of marketing. In addition to its use in the fields of augmented reality, health, defense, education, engineering, architecture, media, it has also been effective in the acceptance of institutions/organizations, brands, and social media by wider customers/users. Provided that this technology is implemented in all marketing strategies, it contributes to gaining competitive advantage in the market. In this chapter, augmented reality technology will be discussed first. In the rest of the chapter, the application of this technology to marketing strategies will be explained with examples.
TopLiterature Review
Javornik (2016), in her study investigating two augmented reality applications and consumer reactions against media features, firstly investigated the role of AR technology and consumer interaction, and then evaluated the measurement elements of perceived magnification in increasing AR applications as a prominent media feature. Interaction on brand websites; evaluated in the context of consumers' cognitive, affective and behavioral responses explained by their online streaming experiences, and stated that the perceived augmentation represents a suitable concept for understanding consumer responses to AR features, while the increase mediates consumers' emotional responses and behavioral intentions.
Yaoyuneyong et al. (2016), in their study on augmented reality marketing, examined consumer preferences and attitudes towards hypermedia print ads. In their study, they determined eight different parameters to compare consumer attitudes and preferences with three different advertising formats. These; attitude towards advertising, informativeness, entertainment, discomfort, advertising value, time-labor, innovation and advertising effectiveness. The ad formats compared are traditional print ad, quick response code (QR) hypermedia print ad (QRH), and augmented reality print ad (ARH). In the study, they concluded that ARH print advertising is effective on consumer attitudes and preferences and creates a perception of more information, innovation and effectiveness.