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Seeing with the Customer's Eye: Exploring the Challenges and Opportunities of AR Advertising.
- Source :
- Journal of Advertising; Apr/May2020, Vol. 49 Issue 2, p109-124, 16p, 4 Charts
- Publication Year :
- 2020
-
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]
- Subjects :
- ADVERTISING
AUGMENTED reality
EYE
Subjects
Details
- Language :
- English
- ISSN :
- 00913367
- Volume :
- 49
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Journal of Advertising
- Publication Type :
- Academic Journal
- Accession number :
- 143139732
- Full Text :
- https://doi.org/10.1080/00913367.2020.1740123