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Publicação
Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
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Autores
Resumo(s)
In advertising, augmented Reality (AR) has transformed consumer engagement by offering
immersive and interactive experiences. This research aimed to investigate consumer
perceptions of AR ads in terms of entertainment, informativeness, and novelty and their
subsequent impact on attitudes towards the ad (ATA) and the brand (ATB), as well as purchase
intention (PI). To achieve this, a conclusive research design and survey method were
employed, where participants were exposed to AR ads from a familiar or unfamiliar brand.
Data was collected from 302 valid cases using convenience sampling and analyzed using Partial
Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that
entertainment and novelty significantly improved ATA and the ATB, while informativeness
affected ATB but not ATA. Brand familiarity was found to mediate the relationship between
ATB and PI. A multigroup analysis highlighted differences based on AR familiarity levels,
showing that novelty impacted ATB more for less familiar users, while ATA impacted ATB more
for familiar users. This research contributed to the theoretical understanding of AR advertising
by identifying critical determinants of consumer attitudes and behaviors. It provided
actionable insights for marketers to design effective AR ads that optimized entertainment and
novelty to drive brand engagement and purchase intention.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Augmented reality Advertising Attitude toward the Ad Attitude toward the brand Brand familiarity Advertising value SDG 8 - Decent work and economic growth