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

doi:10.1080/00913367.2020.1740123

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

^*Motsvarande författare för detta arbete

Marknadsföring, Helsingfors

Forskningsoutput: Tidskriftsbidrag › Artikel › Vetenskaplig › Peer review

32 Citeringar (Scopus)

Sammanfattning

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.

Originalspråk	Engelska
Referentgranskad vetenskaplig tidskrift	Journal of Advertising
Volym	49
Nummer	2
Sidor (från-till)	109-124
Antal sidor	16
ISSN	0091-3367
DOI	https://doi.org/10.1080/00913367.2020.1740123
Status	Publicerad - 2020
MoE-publikationstyp	A1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

512 Företagsekonomi

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10.1080/00913367.2020.1740123

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

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