AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY


Creative Commons License

Küçüksaraç B. , Sayımer İ.

ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI, ss.73-95, 2016 (ESCI İndekslerine Giren Dergi) identifier

  • Basım Tarihi: 2016
  • Doi Numarası: 10.17064/iuifd.289367
  • Dergi Adı: ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI
  • Sayfa Sayıları: ss.73-95

Özet

The aim of this study is to explore the impact of mobile AR applications on Turkish consumers as experimental marketing tool and accordingly the benefits to the brand. Focus group method was used for the research which was conducted with 12 students from Faculty of Communication of Kocaeli University. Cafe Crown and Laviva brands of Ulker Group were the selected brands and their AR campaigns that run via Blippar were used at focus group discussions. Findings show that participants don't have any knowledge concerning AR technology and / or campaigns and haven't used it before. According to the experience values that emerged after the participants were exposed to the AG technologies for the first time in focus group study; perceived value and emotional value are positive and functional value is negative perception. In the survey, the impact of AR campaign practices on brand attitude creation was also questioned. Findings show that AR campaign applications applications had no significant effect on creating brand attitudes, brand perception and purchasing behavior but they were effective on providing brand talk (WOM effect).