Marketing Communications and Experiential Marketing in the Context of Augmented Reality

Songül Bilgili Sülük and Kenan Aydin

A chapter in Contemporary Issues in Behavioral Finance, 2019, vol. 101, pp 153-162 from Emerald Group Publishing Limited

Abstract: Introduction– In recent years virtual reality and augmented reality (AR) applications, which are widely used in many sectors, have become important tools in marketing communication. The change and differentiation that takes place in a revolutionary digital environment also affect social change. This change has led to the use of AR applications as a communication tool to affect all decisions of consumers in the purchasing process. Purpose– The focus of this study is on AR applications using an experimental application in the context of marketing communication with experiential marketing and new technologies. Method– This experimentation was carried out on over 2 million downloaded mobile applications by Turkish users of an AR brand of wall paint. The experiment included 32 consumers, painters, and interior designers in Istanbul. These formed the groups of the study. The authors aimed to determine whether AR mobile applications are seen differently between these three groups in terms of attitudes and buying intentions vis-a-vis other brands. Thus, the authors will determine the importance of AR applications in marketing communication, satisfaction of experience, and the effect on purchase intention in terms of the different groups. In line with the results, strategies will be presented to marketing practitioners. The literature review of the study enabled the formation and design of the research method and scales. Findings– The preliminary study revealed that the attitudes toward experiential marketing, brand attitudes, and purchase intention using the AR application were significantly different from the catalog application.

Keywords: Marketing communication; experiential marketing; augmented reality; mobile application; buying intention; consumer behavior (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eme:csefzz:s1569-375920190000101010

DOI: 10.1108/S1569-375920190000101010

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