Seeing with the Customer's Eye: Exploring the Challenges and Opportunities of AR Advertising

被引：54

作者：

de Ruyter, Ko ^{[1
,2
]}

Heller, Jonas ^{[3
]}

Hilken, Tim ^{[3
]}

Chylinski, Matthew ^{[2
]}

Keeling, Debbie I. ^{[4
]}

Mahr, Dominik ^{[3
]}

机构：

[1] Kings Coll London, Kings Coll Business Sch, Mkt, London, England

[2] Univ New South Wales, UNSW Business Sch, Sydney, NSW, Australia

[3] Maastricht Univ, Dept Mkt & Supply Chain Management, Maastricht, Netherlands

[4] Univ Sussex, Business Sch, Brighton, E Sussex, England

来源：

JOURNAL OF ADVERTISING | 2020年 / 49卷 / 02期

关键词：

AUGMENTED REALITY; SITUATED COGNITION; SPATIAL PRESENCE; INTERACTIVITY; TECHNOLOGY; FRONTLINE; RESPONSES; CONTEXT; FUTURE;

D O I：

10.1080/00913367.2020.1740123

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：109 / 124

页数：16

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