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

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

43 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.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Advertising
Volym49
Nummer2
Sidor (från-till)109-124
Antal sidor16
ISSN0091-3367
DOI
StatusPublicerad - 2020
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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  • 512 Företagsekonomi

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