Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising

Ko de Ruyter*, Jonas Heller, Tim Hilken, Matthew Chylinski, Debbie I. Keeling, Dominik Mahr

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

39 Citations (Scopus)

Abstract

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.

Original languageEnglish
Peer-reviewed scientific journalJournal of Advertising
Volume49
Issue number2
Pages (from-to)109-124
Number of pages16
ISSN0091-3367
DOIs
Publication statusPublished - 2020
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management

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