Demystifying Novelty Effects: An Analysis of Consumer Responses to YouTube Videos Featuring Augmented Reality Out-of-Home Advertising Campaigns

When examining ad creativity, previous research focused on traditional forms of advertising. The present research extended previous research to a new form of dvertising-augmented reality (AR) out-of-home (OOH) campaigns uploaded on social media. Over the past few years, advertisers have adopted AR in OOH advertising to boost its creativity. To overcome the geographic limit, advertisers also film the interaction between people and virtual objects in AR OOH campaigns and upload promotional videos on social media. Through a qualitative textual analysis of viewer comments with an adoption of both machine coding and human coding, this exploratory study attempted to interpret consumer conversations around four YouTube videos featuring AR OOH campaigns. Results revealed that viewer conversations can be divided into six types. We also propose a theoretical framework to predict different types of consumer responses to YouTube videos featuring AR OOH campaigns and discuss managerial implications for marketers and advertisers, as well as future research direction.