Towards a conceptual framework for understanding the experiential and perceptual effects of augmented reality advertising

Grounded in the theory of interactive media effects, this study conceptualizes consumer reactions to augmented reality (AR) advertising through the development of the AR Advertising Effects Framework. It theorizes that AR advertising, driven by its core and common affordances, impacts consumers via a dual-pathway mechanism of action and cue routes. The article further explores how these pathways affect consumer engagement and perception, while accounting for the moderating role of advertising creative strategy elements including advertising content, advertising consuming context, advertising targeting, and product attributes. The article concludes with a discussion on future research directions in AR advertising.