Avcılar, M.Y., Külter Demirgüneş, B. & Açar, M.F. (2019). Artırılmış Gerçeklik Uygulamalarının Kullanıcı Deneyimi, Tatmin Ve Satın Alma Niyeti Üzerindeki Etkilerinin İncelenmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 24, 235-271.
Azuma, R., Behringer, R., Julier, S., & Macintyre, B. (2001). Recent advances in augmented reality. IEEE Comput. Graph. Appl., 21, 34–47.
Baratalı, E., Bin Abd.Rahim, M. H., Parhizkar, B., & Gebril, Z. M. (2016). Effective of Augmented Reality (AR) in Marketing Communication: A Case Study on Brand Interactive Advertising. International Journal of Management and Applied Science, 2(1), 133-137.
Bayrak Meydanoğlu, E. S., & Klein, M. (2019). Factors Affecting Consumers’ Perceived Advertising Value Regarding AR Ads. In Böhm, S. and Suntrayuth, S. (Eds.), Proceedings of IWEMB 2017 (First International Workshop on Entrepreneurship in Electronic and Mobile Business 2017), Publiqation, Norderstedt.
Bezjian, A., Calder, B., & Iacobucci, D (1998). New Media Interactive Advertising vs. Traditional Advertising. Journal of Advertising Research, 38(4), 23-51.
Bentler, P.M., & Raykov, T. (2000). On measures of explained variance in nonrecursive structural equation models. Journal of Applied Psychology, 85, 125-131.
Bilici, F., & Özdemir, E. (2019). Tüketicilerin Artırılmış Gerçeklik Teknolojilerini Kullanmaya Yönelik Tutum ve Niyeti Üzerine Bir Araştırma. Business & Management Studies: An International Journal, 7(5), 2011-2033.
Bollen, K.A. (1989). Structural Equations with Latent Variables. New York, Wiley.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23-33.
Brown, M. (2002). The Use of Banner AdvertisementsWith Pull-DownMenus: A Copy Testing Approach. Journal of Interactive Advertising, 2, 57–65.
Bowden, A., Fox-Rushby, J., Nyandieka, L. and Wanjau, J. (2002). How to do (or not to do) ... Methods for pre-testing and piloting survey questions: illustrations from the KENQOL survey of health-related quality of life. Health Policy And Planning, 17(3): 322–330.
Caula, R. (2014). Augmented reality bus shelter by pepsi max creates unbelievable scenarios. Retrieved (April 2019): https://www.designboom.com/technology/augmented-reality-bus-shelter-pepsi-max-03-24-2014
Catchoom (2017). 15 Cool Augmented Reality Advertising Campaigns. Retrieved (December 2019): https://catchoom.com/blog/15-cool-augmented-reality-advertising-campaigns/
Carmigniani, J., & Furht, B. (2011). Augmented reality: an overview. In Handbook of augmented reality (pp. 3-46). Springer, New York, NY.
Chen, C. P. (1995). Counseling applications of RET in a Chinese cultural context. Journal of Rational-Emotive and Cognitive-Behavior Therapy, 13(2), 117-129.
Chen, Q., & Wells, W. D. (2000). A New Look at Traditional Measures: Attitude toward the Site. In Proceedings of the 2000 Conference of the American Academy of Advertising, April 14-17. Newport, Rhode Island, 231.
Cho, C-H., & Leckenby, J. D. (1999). Interactivity as a Measure of Advertising Effectiveness. In Proceedings of American Academy of Advertising, Albuquerque, New Mexico, 162-169
Condon, K. (2015). Coke Zero™ Tips Off Drinkable Advertising Campaign at NCAA® Men’s Final Four® in Indianapolis. Retrieved (December 2019): https://www.businesswire.com/news/home/20150402005915/en/Coke-Zero%E2%84%A2-Tips-Drinkable-Advertising-Campaign-NCAA%C2%AE%C2%A0Men%E2%80%99s
Çilingirtürk, A. M. (2011). İstatistiksel Karar Almada Veri Analizi. Ankara, Seçkin Yayınları.
De Paolis, L. T., & Aloisio, G. (2010). Augmented Reality in Minimally Invasive Surgery in Mukhopadhyay. In S. C. & Lay-Ekuakille, A. (Eds.), Advances in Biomedical Sensing, Measurements, Instrumentation and Systems. Berlin, Heidelberg: Springer, 305-320.
DigitalBuzz (2011). Lynx: Augmented Reality Angel Ambush. Retrieved (December 2019):
Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues and Research in Advertising, 17, 1-18.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36 (5), 21-35.
Duran, A. (2018). Dünyada Endüstri 4.0’a Öncülük Eden 3 Ülke: Almanya, ABD ve Japonya. Retrieved (March 2020): https://magg4.com/dunyada-endustri-4-0a-onculuk-eden-3-ulke-almanya-abd-ve-japonya/
Edwards, S., & H. Gangadharbatla, (2001). The Novelty of 3D Product Presentations Online. Journal of Interactive Advertising, 2, 10–18.
Ertekin, S., & Pelton, L.E. (2014). Raising the bar for consumer engagement: qualitative investigation of attitude for quick response codes in magazine advertisements. Journal of Marketing Development and Competitiveness, 8(3), 84-94.
Feng, Y., & Xie, Q. (2018). Measuring the content characteristics of videos featuring augmented reality advertising campaigns. Journal of Research in Interactive Marketing, 12(4), 489-508.
Feng, Y., & Xie, Q. (2019). Ad Creativity via Augmented Reality Technology in Online Video Ads: the Differential Role of Novelty, Message Usefulness, and Ad-Consumer Association. Journal of Promotion Management, 25(6), 907-933, DOI:10.1080/10496491.2018.1536624
Gaudiosi, J. (2015). How augmented reality and virtual reality will generate $150 billion in revenue by 2020. Retrieved (September 2017): http://fortune.com/2015/04/25/augmented-reality-virtual-reality/
Göçmen, P. Ö. (2018). Artırılmış Gerçeklik Uygulamaları ile Yeni Medya Reklam Tasarımı. Sanat ve Tasarım Dergisi, (22), 175-191.
Haghirian, P., & M. Madlberger (2005). Consumer Attitude Toward Advertising via Mobile Devices: An Empirical Investigation among Austrian Users. In Proceedings of the 13th European Conference on Information Systems (ECIS 2005), May 26-28. Germany: Regensburg, 447-458.
Hopp, T., & Gangadharbatla, H. (2016). Novelty effects in augmented reality advertising environments: the influence of exposure time and self-efficacy. Journal of Current Issues and Research in Advertising, 37(2), 113-130.
Javadi, M. H. M., Amirosadat, N., Balochiyan, R., & Liravi, F. (2012). Factors in Fluencing Users Attitude Toward Mobile Advertising In The City of Isfahan. Australian Journal of Basic and Applied Sciences, 6(9), 78-84.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261.
Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256-269.
Liu, C.-L. E., Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria. Journal of Interactive Marketing, 26, 21-32.
McCabe, M. (2011). Lynx turns to outdoor augmented reality. Retrieved (December 2019): https://www.campaignlive.co.uk/article/lynx-turns-outdoor-augmented-reality/1061042
McCort, D. J., & Malhotra, N. K. (1993). Culture and Consumer Behavior: Toward an Understanding of Cross-Cultural Consumer Behavior in International Marketing. Journal of International Consumer Marketing, 6(2), 91-127.
McDonald, T., & Siegall, M. (1992). The Effects of Technological Self-Efficacy and Job Focus on Job Performance, Attitudes, andWithdrawal Behaviors. Journal of Psychology, Interdisciplinary and Applied, 126, 465–475.
McQuail, D. (1983). Mass Communication Theory. London: Sage Publication.
Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes. Journal of marketing Research, 318-322.
Nuroğlu, E., & Nuroğlu, H. H. (2018). Türkiye ve Almanya’nin Sanayide Dijital Dönüşümü: Yol Haritalari ve Şirketlerin Karşılaştırması. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(Endüstri 4.0 ve Örgütsel Değişim Özel Sayısı), 1537-1560.
Pantano, E., Rese, A., & Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 38, 81-95.
Pollay, R.W., & Mittal, B. (1993). Here’s the Beef: Factors, Determinants and Seg-ments in Consumer Criticism of Advertising. Journal of Marketing, 57(7), 99-114.
Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.
Rabe-Hesketh, S., Skrondal, A., & Pickles, A. (2004). Generalized multilevel structural equation modelling. Psychometrika, 69, 167-190.
Rotzoll, Kim, James E. Haefner, & Charles J. Sandage (1989). Advertising and the Classical Liberal World View. In Hovland, R. & Wilcox, G. (Eds.), Advertising in Society. Lincolnwood, IL NTC Publishing Group.
Russell, M. (2012). 11 Amazing Augmented Reality Ads. Retrieved (December 2019): https://www.businessinsider.com/11-amazing-augmented-reality-ads-2012-1
Sayımer, İ., & Küçüksaraç, B. (2017). An experimental research about using augmented reality in advertising for measurement of advertisement liking and effectiveness level. In Narrative Advertising Models and Conceptualization in the Digital Age (pp. 203-227). IGI Global.
Schart, D., & Tschanz, N. (2015). Praxishandbuch Augmented Reality für Marketing, Medien und Public Relations. Konstanz, UVK Verlagsgesellschaft.
Sheinin, D.A., Varki, S., & Ashley, C. (2011). The differential effect of ad novelty and message usefulness on Brand judgements. Journal of Advertising, 40(3), 5-7.
Shimp, T. A. (1981). Attitude Toward the Ad as a Mediator of Consumer Brand Choice. Journal of Advertising, 10(2), 9-15.
Singh, P., & Pandey, M. (2014). Augmented reality advertising: An impactful platform for new age consumer engagement. IOSR Journal of Business and Management, 16(2), 24-28.
Sorrels, M. (2015). Coca-Cola Uses "Drinkable Advertising" During the Final Four. Retrieved (December 2019) : https://www.bizbash.com/production-strategy/experiential-activations-sponsorships/media-gallery/13480962/cocacola-uses-drinkable-advertising-during-the-final-four
StataCorp, (2013). Stata Release 13. Statistical Software. College Station, TX, StataCorp LP.
Sung, J., & Cho, K. (2012). User experiences with augmented reality advertising applications: focusing on perceived values and telepresence based on the experiential learning theory. Human Centric Technology and Service in Smart Space, Vol. 182, 9-15.
Şahinli, M. A., & Kilinç, E. (2013). İnovasyon ve İnovasyon Göstergeleri: AB Ülkeleri ve Türkiye Karşılaştırması. Sosyal Ekonomik Araştırmalar Dergisi, 13(25), 329-356.
The Marketing Society (2019). Blog Post. Retrieved (December 2019): https://www.marketingsociety.com/the-library/coke-zero%E2%80%99s-multi-channel-drinkable-advertising-campaign
Tsang, M.M., Ho, S.C. & Liang, T.P. (2004). Consumer attitude toward mobile advertising: an empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
Tuned Global (2019). Coke's innovative "drinkable ad's" flow from TV to Mobile with Shazam. Retrieved (December 2019): https://blog.tunedglobal.com/innovative-trial-campaign-shazam-cokes-drinkable-ads
Uğur, İ., & Apaydin, Ş. (2014). Artırılmış Gerçeklik Uygulamalarının reklam beğeni düzeyindeki rolü. Humanities Sciences, 9(4), 145-156.
Yaoyuneyong, G., Foster, J., Johnson, E., & Johnson, D. (2016). Augmented reality marketing: consumer preferences and attitudes toward hypermedia print ads. Journal of Interactive Advertising, 16(1), 1-15.
Van Krevelen, D. W. F., & Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. International Journal of Virtual Reality, 9(2), 1-20.
Wang, C. (2005). An empirical study on consumer’s perceived value and attitude toward advertising. In Proceedings of the 6th Global Information Technology and Management (GITM) World Conference.
Wassermann, T. (2011). Augmented Reality Ad Puts You With Angels in London Train Station. Retrieved (December 2019): https://mashable.com/2011/03/17/unilevers-angels-ar/
Wolburg J. M., & Pokrywczynski, J. (2001). A Psychographic Analysis of Generation Y College Students. Journal of Advertising Research, September-October 2001, 33-50.
Wu, G. (1999). Perceived Interacivity and Attitude toward Website. In Proceedings of American Academy of Advertising. Albuquerque, New Mexico, 254-262.
- Abstract viewed - 82 times
- PDF downloaded - 52 times
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
© Business & Management Studies: An International Journal, 2020
Ela Sibel BAYRAK MEYDANOĞLU
Prof. Dr., Turkish-German University
Ahmet Mete ÇİLİNGİRTÜRK
Prof. Dr., Marmara University
Prof. Dr., Bielefeld University of Applied Sciences
Assoc. Prof. Dr., Turkish-German University
How to Cite
AN EMPIRICAL CROSS-COUNTRY STUDY ON CONSUMERS’ ATTITUDE TOWARDS AUGMENTED REALITY ADVERTISING
Vol 8 No 2 (2020): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Submitted: Apr 6, 2020
Published: Jun 25, 2020
The use of AR technology for advertising is becoming more and more popular. For the efficacy of AR ad campaigns, consumers' attitudes towards AR ads are decisive. One of the major elements that determines consumers’ attitudes towards advertising is the perceived value of the ad. The aim of this study is to analyze the relationship between AR ad value and consumer attitude and to investigate the factors that affect the perceived value of AR ads among the youth both in Turkey and Germany. The mentioned relations were represented in a research model developed in the study. It was proposed that informativeness, entertainment, novelty, interactivity and self-efficacy have a positive effect on advertising value while irritation and deceptiveness have a negative effect. It was also proposed that ad value affects consumers’ attitudes positively. To test the proposed hypotheses, online surveys were conducted among a group of 365 respondents in Germany and a group of 391 respondents in Turkey. The survey results were then tested by Structural Equation Modeling (SEM). Contrary to expectations, the proposed research model as a whole did not fit and the hypotheses were not supported for Turkish consumers. For German consumers the model was fitted and the hypotheses were supported.