 The effects of augmented reality mobile app advertising: Viral marketing via shared social experienceSung, Eunyoung (Christine) Journal of Business Research, 2021, vol. 122, issue C, 75-87 Abstract: Augmented reality (AR) tools can increase the effectiveness of traditional marketing approaches. This study tests the effectiveness of AR advertising in the specific context of holiday mobile app marketing. Applying the experience economy framework to the AR marketing response process, this study investigates consumer responses to AR mobile app advertising by measuring shared social experience (which is associated with user-generated viral marketing behavior) and purchase intentions. Results show that immersive new brand experiences enabled by AR positively influence consumer responses. These findings suggest that practitioners should consider combining AR marketing tools with existing marketing approaches to facilitate shared social experience (i.e., unpaid brand endorsement) and increase purchase intentions. Doing so could help marketing campaigns stand out, particularly during competitive holiday marketing periods. Keywords: Mobile AR app advertising; Shared social experience; New brand experience; Experience economy theory; Applied technology marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:122:y:2021:i:c:p:75-87 DOI: 10.1016/j.jbusres.2020.08.034 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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