Users' Emotional Responses and Behavioural Intentions to Augmented Reality Ad Content Designs

Authors

  • Ran Liu
  • Erni Marlina Saari

DOI:

https://doi.org/10.54097/bx2nx645

Keywords:

Augmented reality, Advertising communication, Emotional response, Behavioural intention, Immersive experience, Interaction design.

Abstract

This article specifically examines the emotional implications of using augmented reality (AR) technology in advertising. It primarily focuses on how users' emotional reactions and subsequent actions are influenced by the design of AR advertisements. The text examines the multifaceted impact of emotion in commercial communication, encompassing diverse areas such as political advertising and online advertising that employs hilarious storytelling. The study subsequently examines the impact of emotional components of augmented reality (AR) advertisements on users, emphasizing the crucial roles played by immersive and interactive experiences, creative design, user engagement, and other aspects in guiding emotions and shaping behavioral intentions. Ultimately, the utilization of augmented reality (AR) technology is showcased in the domains of electronic commerce, internet-based food delivery, and educational gaming. In order to gain a comprehensive understanding of emotion in AR advertising, it is necessary to conduct thorough study on the particular application and implementation methods. Additionally, it is important to examine how technological, cultural, and societal factors impact user responses. This paper seeks to analyze and combine existing studies in order to uncover the potential of emotional applications in augmented reality (AR) marketing. Additionally, it attempts to offer guidelines for future research and practical implementation.

Downloads

Download data is not yet available.

References

Biswas, D., Szocs, C., & Abell, A. (2019). Extending the boundaries of sensory marketing and examining the sixth sensory system: Effects of vestibular sensations for sitting versus standing postures on food taste perception. Journal of Consumer Research, 46(4), 708–724. https://doi.org/10.1093/jcr/ucz018

Craig, A. B. (2013). Understanding augmented reality: Concepts and applications. Newnes.

Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia, Untarini, N., Andjarwati, A. L., Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia, Artanti, Y., Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia, Widyastuti, W., Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia, Tiarawati, M., & Department of Management, Universitas Negeri Surabaya, Surabaya, Indonesia. (2022). IMPACT OF HUMOROUS NARRATIVE ONLINE ADVERTISING ON ATTITUDE TOWARD ADVERTISING: THE MODERATING ROLE OF ADs INVOLVEMENT. Business Excellence And Management, 12(4), 76–93. https://doi.org/10.24818/beman/2022.12.4-06

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Eom, S., Kim, S., Jiang, Y., Chen, R., Roghanizad, A., Rosenthal, M., Dunn, J., & Gorlatova, M. (2023). Investigation of thermal perception and emotional response in augmented reality using digital biomarkers: A pilot study. https://doi.org/10.1109/VRW58643.2023.00042

Kamran, Q., & Siddiqui, D. A. (2019). The impact of emotional advertising on consumer buying behavior for home appliance products in pakistan. Business and Management Horizons, 7(1), 23. https://doi.org/10.5296/bmh.v7i1.14410

Khosasih, M. M., & Lisana, L. (2023). Intention to adopt online food delivery using augmented reality mobile apps: A perspective of SOR framework. International Journal on Advanced Science, Engineering and Information Technology, 13(2), 618. Scopus. https://doi.org/10.18517/ijaseit.13.2.17245

Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351. https://doi.org/10.1016/j.jcps.2011.08.003

Kuzmenko, O., Kyryliuk, O., Bublyk, T., Boyko, Y., & Ruban, V. (2022). Linguistic dimension of political advertising: Analysis of linguistic means of manipulative influence. World Journal of English Language, 13(1), 205. https://doi.org/10.5430/wjel.v13n1p205

Lo, W. H., & Cheng, K. L. B. (2020). Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising. Information Technology & Tourism, 22(4), 537–562. https://doi.org/10.1007/s40558-020-00190-2

Majeed, S., Lu, C., & Usman, M. (2017). Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior. Frontiers of Business Research in China, 11(1), 16. https://doi.org/10.1186/s11782-017-0016-4

Petit, O., Cheok, A. D., Spence, C., Velasco, C., & Karunanayaka, K. T. (2015). Sensory marketing in light of new technologies. Proceedings of the 12th International Conference on Advances in Computer Entertainment Technology, 1–4. https://doi.org/10.1145/2832932.2837006

Satti, Z. W., Babar, S. F., & Ahmad, H. M. (2021). Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction. Total Quality Management & Business Excellence, 32(7–8), 719–736. https://doi.org/10.1080/14783363.2019.1632185

Tom Dieck, M. C., Jung, T. H., & Rauschnabel, P. A. (2018). Determining visitor engagement through augmented reality at science festivals: An experience economy perspective. Computers in Human Behavior, 82, 44–53. https://doi.org/10.1016/j.chb.2017.12.043

Voicu, M.-C., Sîrghi, N., & Toth, D. M.-M. (2023). Consumers’ experience and satisfaction using augmented reality apps in E-shopping: New empirical evidence. Applied Sciences, 13(17), Article 17. https://doi.org/10.3390/app13179596

Wang, Y.-W., Lin, Y.-H., Ku, P.-S., Miyatake, Y., Mao, Y.-H., Chen, P. Y., Tseng, C.-M., & Chen, M. Y. (2021). JetController: High-speed Ungrounded 3-DoF Force Feedback Controllers using Air Propulsion Jets. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems, null, 1–12. https://doi.org/10.1145/3411764.3445549

Yu, Y.-L., Wu, T. T., & Huang, Y.-M. (2022). Learning behavior in augmented reality–mediated mobile game–based learning. Library Hi Tech. https://doi.org/10.1108/LHT-03-2022-0122

Downloads

Published

20-01-2024

Issue

Section

Articles

How to Cite

Users’ Emotional Responses and Behavioural Intentions to Augmented Reality Ad Content Designs. (2024). Academic Journal of Science and Technology, 9(1), 254-257. https://doi.org/10.54097/bx2nx645

Similar Articles

1-10 of 339

You may also start an advanced similarity search for this article.