An Experimental Research About Using Augmented Reality in Advertising for Measurement of Advertisement Liking and Effectiveness Level


SAYIMER İ. , KÜÇÜKSARAÇ B.

NARRATIVE ADVERTISING MODELS AND CONCEPTUALIZATION IN THE DIGITAL AGE, ss.203-227, 2017 (SSCI İndekslerine Giren Dergi) identifier

  • Cilt numarası:
  • Basım Tarihi: 2017
  • Doi Numarası: 10.4018/978-1-5225-2373-4.ch012
  • Dergi Adı: NARRATIVE ADVERTISING MODELS AND CONCEPTUALIZATION IN THE DIGITAL AGE
  • Sayfa Sayıları: ss.203-227

Özet

Augmented Reality (AR) added a new dimension to the brands' advertisement performance due to visuality and creativity features which combine virtuality and reality that focus on and its possibility for consumer experience. The acceleration of AR based advertisement projects; it is found out that the necessity of a research which aims to constitute the AR campaign effects on consumer behaviour in Turkey. At this context, this study aims to find out that the brands' AR campaigns' effects on consumers and the benefits for the company due to advertisement liking level and advertisement effectiveness variables. For this purpose, Cafe Crown, Laviva, Vivident, Sutas Ayran brands AR based campaign which are operated via Blippar in Turkey are analysed with an experimental research which is applied with the participation of Kocaeli University Communication Faculty students as appraisable research. The research found out that AR ads have positive impact on total likeability and effectiveness advertising.