Bibliographische Detailangaben
| Titel: |
Seeing with the Customer's Eye: Exploring the Challenges and Opportunities of AR Advertising. |
| Autoren: |
de Ruyter, Ko, Heller, Jonas, Hilken, Tim, Chylinski, Matthew, Keeling, Debbie I., Mahr, Dominik |
| Quelle: |
Journal of Advertising; Apr/May2020, Vol. 49 Issue 2, p109-124, 16p, 4 Charts |
| Schlagwörter: |
ADVERTISING, AUGMENTED reality, EYE |
| Abstract: |
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. [ABSTRACT FROM AUTHOR] |
|
Copyright of Journal of Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| Datenbank: |
Complementary Index |
Full Text Finder 
Nájsť tento článok vo Web of Science