Augmented Reality Marketing: Creating Immersive Brand Experiences
Keywords:
Augmented Reality Marketing, Brand Experience, Consumer Behavior, User Engagement
Abstract
This research investigates the effects of augmented reality marketing on consumer behavior and brand perception within the context of Indofood Yogyakarta. Using a quantitative research design, a sample of 100 customers was randomly selected, and path analysis was conducted to examine the direct and indirect relationships between augmented reality, user engagement, user perception of innovation, and brand experience. The results indicate significant direct effects of augmented reality and user engagement on brand experience, highlighting the importance of augmented reality technology and consumer engagement in shaping positive brand experiences. Furthermore, the study reveals a significant indirect effect of augmented reality on brand experience through user perception of innovation, emphasizing the mediating role of consumers' perceptions of innovation. However, the indirect effect of user engagement on brand experience through user perception of innovation was nonsignificant, suggesting the need for further exploration of alternative pathways. These findings provide valuable insights for marketers aiming to enhance consumer engagement, satisfaction, and loyalty through augmented reality marketing strategies in Yogyakarta's competitive market landscape.
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[2] V. Kim, L. Thanh, H. Tien, and N. Thanh, “Heliyon Review article A conceptual model for studying the immersive mobile augmented reality application-enhanced experience,” Heliyon, vol. 8, no. February, p. e10141, 2022, doi: 10.1016/j.heliyon.2022.e10141.
[3] E. C. Sung, “The effects of augmented reality mobile app advertising : Viral marketing via shared social experience,” J. Bus. Res., vol. 122, no. August 2020, pp. 75–87, 2021, doi: 10.1016/j.jbusres.2020.08.034.
[4] M. Wedel, E. Bigné, and J. Zhang, “Virtual and augmented reality : Advancing research in consumer marketing,” Int. J. Res. Mark., vol. 37, no. 3, pp. 443–465, 2020, doi: 10.1016/j.ijresmar.2020.04.004.
[5] R. Joshi, Role Of Brand Experience In Shaping Brand Love Accepted. 2020. doi: 10.1111/IJCS.12618.
[6] J. Hwang, J. Young, J. Choe, H. Markham, and J. Jenny, “International Journal of Hospitality Management Human baristas and robot baristas : How does brand experience affect brand satisfaction , brand attitude , brand attachment , and brand loyalty ?,” Int. J. Hosp. Manag., vol. 99, no. June, p. 103050, 2021, doi: 10.1016/j.ijhm.2021.103050.
[7] J. Jim, N. Rubio, and S. Campo, “Linking the online destination brand experience and brand credibility with tourists ’ behavioral intentions toward a destination,” Elsevier, vol. 79, no. March, 2020.
[8] B. Almohaimmeed, “The impacts of brand experiences on customer satisfaction and electronic word of mouth,” Verslas Teor. ir Prakt. / Bus. Theory Pract., 2020.
[9] L. Zollo, “Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience Lamberto Zollo,” Elsevier, pp. 0–43, 2020.
[10] T. A. Vakaliuk and S. I. Pochtoviuk, “Analysis of tools for the development of augmented reality technologies,” pp. 119–130, 2020.
[11] C. Avila-garzon and J. Bacca-acosta, “Augmented Reality in Education : An Overview of Twenty-Five Years of Research,” Contemp. Educ. Technol., vol. 13, no. 3, 2021.
[12] U. Muslim, N. Al, U. Muslim, and N. Al, “The application of augmented reality in elementary school education A aplicação da realidade aumentada no ensino fundamental La aplicación de la realidad aumentada en la educación primaria,” Res. Soc. Dev., vol. 2021, no. 1, pp. 1–6, 2021.
[13] A. V Iatsyshyn and V. O. Kovach, “Application of augmented reality technologies for,” pp. 181–200, 2020.
[14] J. S. Devagiri, S. Paheding, Q. Niyaz, and X. Yang, “Augmented Reality and Artificial Intelligence in Industry : Trends , Tools , and Future Challenges”.
[15] I. Buil, S. Catal, and P. Bitri, “Enhancing user engagement : The role of gamification in mobile apps,” vol. 132, no. April, pp. 170–185, 2021, doi: 10.1016/j.jbusres.2021.04.028.
[16] B. Fischer, A. Peine, and B. Östlund, “The Importance of User Involvement : A Systematic Review of Involving Older Users in Technology Design,” vol. 60, no. 7, pp. 513–523, 2020, doi: 10.1093/geront/gnz163.
[17] M. Namara, H. Sloan, and B. P. Knijnenburg, “The Effectiveness of Adaptation Methods in Improving User Engagement and Privacy Protection on Social Network Sites,” vol. 2022, no. 1, pp. 629–648, 2022, doi: 10.2478/popets-2022-0031.
[18] K. Ofosu-ampong, R. Boateng, and K. Ofosu-ampong, “AIS Electronic Library ( AISeL ) Motivation and Information Affordances Towards User Engagement in a Gamified System,” 2020.
[19] G. Rights, “A systematic review of motivations, enablers and barriers for consumer engagement with residential demand response Bryony,” A Syst. Rev. Demand Response 2, no. December 2017, 2020, doi: 10.1016/j.enpol.2019.111221.
[20] M. Jozani, “Privacy concerns and benefits of engagement with social media- enabled apps: A privacy calculus perspective Mohsen,” Univ. Texas Rio Gd. Val. Sch. @ UTRGV Inf., vol. 107, 2020.
[21] J. Ramon, D. Ribeiro-soriano, and D. Palacios-marqu, “International Journal of Information Management From user-generated data to data-driven innovation : A research agenda to understand user privacy in digital markets,” Elsevier, vol. 60, 2021, doi: 10.1016/j.ijinfomgt.2021.102331.
[22] F. Golbabaei, T. Yigitcanlar, A. Paz, and J. Bunker, “Individual Predictors of Autonomous Vehicle Public Acceptance and Intention to Use : A Systematic Review of the Literature,” J. Open Innov. Technol. Mark. Complex., vol. 6, no. 4, p. 106, 2020, doi: 10.3390/joitmc6040106.
[23] A. Oke, “Innovations in Teaching and Learning : Exploring the Perceptions of the Education Sector on the 4th Industrial Revolution ( 4IR ),” J. Open Innov. Technol. Mark. Complex., vol. 6, no. 2, p. 31, 2020, doi: 10.3390/joitmc6020031.
[24] P. Kaur, A. Dhir, N. Singh, G. Sahu, and M. Almotairi, “Journal of Retailing and Consumer Services An innovation resistance theory perspective on mobile payment solutions,” J. Retail. Consum. Serv., vol. 55, no. April, p. 102059, 2020, doi: 10.1016/j.jretconser.2020.102059.
[25] K. Fai and Y. Diew, The determinants of public acceptance of autonomous vehicles : An innovation diffusion perspective The determinants of public acceptance of autonomous vehicles : An innovation diffusion perspective. 2020.
[26] N. Al Aasriya, “Students` Perspectives On The Use Of Innovative And Interactive Teaching Methods At The University Of Nouakchott Al Aasriya, Mauritania: English Department As A Case Study,” Int. J. Technol. Innov. Manag., vol. 1, no. 1, pp. 90–104, 2021.
[27] R. B. Mostafa and T. Kasamani, “Brand experience and brand loyalty: is it a matter of emotions?,” Asia Pacific J. Mark. Logist., vol. 33, no. 4, pp. 1033–1051, 2021, doi: 10.1108/APJML-11-2019-0669.
Published
2024-06-09
Section
Articles
Copyright (c) 2024 Salamatun Asakdiyah, Siti Amirah Makarim, Iwan Adinugroho
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
