This position article on augmented reality (AR) advertising offers a conceptual framework of recent scholarship on the intersection between AR technologies, advertising, and marketing metrics. The framework identifies theory-based building blocks for this domain alongside relevant recent examples. It proposes a conceptual case for contextualization of advertising content through AR technology. Finally, an agenda for future research in AR advertising is specified, incorporating multiple conceptual perspectives and empirical directions.
|Peer-reviewed scientific journal||Journal of Advertising|
|Number of pages||16|
|Publication status||Published - 2020|
|MoE publication type||A1 Journal article - refereed|
- 512 Business and Management