Augmented Reality in Advertising: An Exploratory Study

Abstract

The foreseeable future shows unprecedented growth for augmented reality (AR) technology in marketing. Previous literature showed mixed findings regarding the effectiveness of using augmented reality in marketing. This study provides evidence of the positive effect of AR from a brand-new standpoint of advertising and marketing professionals. The authors employed in-depth interviews to uncover and explain the phenomenon of using AR in marketing. The study found that despite hurdles and challenges, advertisers have a positive attitude toward AR, and ad agencies are likely to adopt AR in future marketing campaigns. The study sheds light on the attitude of advertisers towards the use of AR in marketing, and their anticipated outcomes. The findings provide guidance for brands and firms when making marketing decisions to utilize AR technology.