Evidence: Inspirational augmented reality apps can improve brand attitude

phys.org | 2/28/2019 | Staff
shuadah (Posted by) Level 3
More and more companies are using Augmented Reality Marketing to interact with customers. Augmented Reality Marketing is a strategic concept that uses Augmented Reality (i.e. the Integration of digital information or objects into the subject's perception of the physical world), often in combination with other media, to expose, articulate, or demonstrate consumer benefits to achieve organizational goals. A recent BCG study indicates that many companies are still exploring the possibilities that AR offers. One of the main barriers to the use of AR as a Marketing tool is a solid understanding of how AR works and how it impacts business goals.

A team of the three researchers Philipp Rauschnabel (Universität der Bundeswehr München, Germany), Chris Hinsch (Grand Valley State University) and Reto Felix (University of Texas) conducted an empirical study to assess the effectiveness of AR. The core results: First, even strong brands can benefit from inspirational AR content. Second, in order to be effective, marketers should focus on creating inspirational content, i.e. content that triggers consumers' imagination and motivates them to generate new ideas. To do so, they need to invest in professionally developed Apps that provide a realistic augmentation of the real world and to create hedonic content that consumers really want to consume; purely functional content might not contribute to branding goals. Third, when assessing the effectiveness of AR apps in enhancing brand evaluations, looking at...
(Excerpt) Read more at: phys.org
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