The impact of marketing communications via augmented reality applications on the public's attitudes toward the product and its purchasing intentions:

Hassan, Dalia Mohamed; Zaki, Amina Saleh

doi:10.21608/ejsc.2024.349601

The impact of marketing communications via augmented reality applications on the public's attitudes toward the product and its purchasing intentions:

Document Type : Original Article

Authors

¹ Professor of Public Relations at the College of Mass Communication - Umm Al Quwain University Professor in the Department of Public Relations and Advertising, Faculty of Information, Cairo University

² Teaching assistant at the Faculty of Mass Communication, Misr University of Science and Technology

10.21608/ejsc.2024.349601

Abstract

Augmented Reality (AR) is one of modern methods which companies today use. And that raised a question about the effectiveness of this method. Therefore, this study tried to monitor and measure the impact of marketing communications using an augmented reality application via a smart phone on both the attitude towards the studied product and the purchasing intention. We used IKEA sofa chair in an experiment to measure the relationship between telepresence, the perceived value (utilitarian - entertainment), perceived ease of use, fear of technology and both attitude towards the studied product and the purchasing intention towards it, as well as the desire to recommend the augmented reality application to relatives and friends. An experiment was conducted on a sample of employees and teaching assistants at Misr University of Science and Technology, which consisted of 64 individuals.
The study showed the impact of telepresence on the attitude towards the advertised product through the augmented reality application, as well as on the intention to purchase it, but it had no effect on the desire to recommend the application to friends or relatives. There was also a significant impact of the perceived entertainment value on the attitude towards the advertised product, but it had no impact on purchasing intention or on recommending the application to others. The experimental group had a greater intention to purchase the advertised product compared to the control group that was exposed to the product via the IKEA website in a normal way.

Keywords