Abstract
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
Original language | English |
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Pages (from-to) | 109-124 |
Number of pages | 16 |
Journal | Journal of Advertising |
Volume | 49 |
Issue number | 2 |
Early online date | 7 Apr 2020 |
DOIs | |
Publication status | Published - 2020 |
Keywords
- Advertising
- Augmented Reality
- Contextualisation
- Real-time analytics
- Spatial presence
- SITUATED COGNITION
- FUTURE
- CONTEXT
- AUGMENTED REALITY
- RESPONSES
- SPATIAL PRESENCE
- INTERACTIVITY
- TECHNOLOGY
- FRONTLINE