KOREASCHOLAR

ADOPTING AUGMENTED REALITY TECHNOLOGY FOR ADVERTISING: A PROPOSED MODEL

Dr Syarifah Nurleyana Wafa, Dr Julie Bilby, Dr Lukas Parker
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422024
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.51-52
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Augmented reality (AR) is a technology that overlays user surroundings with computer-generated images (Baek et al., 2016). It provides users with an enhanced view of their environment with digital content such as text, pictures, videos, three-dimensional (3D) objects, and even tactile and olfactory experiences (Du et al., 2022). This technology has significant potential for use in advertising, enabling realistic product visualisations and virtual product try-ons via social media (Baek et al., 2016).

Keyword
Augmented realityAdvertisingIndustry perspectiveTechnology adoption
Author
  • Dr Syarifah Nurleyana Wafa(Multimedia University, Malaysia)
  • Dr Julie Bilby(Xi’an Jiaotong-Liverpool University, China)
  • Dr Lukas Parker(RMIT University, Australia)