AUGMENTED REALTY AND ADVERTISING: A QUALITATIVE STUDY

Published: 10 May 2022| Version 2 | DOI: 10.17632/mm9m5wtzfv.2
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Description

Almost all of us are aware of the mobile game Pokémon Go. This has happened because of the new buzzword in the advertising and marketing industry named Augmented Reality. In the recent past, digital advertising has evolved so much that it has become a necessity for all kinds of businesses. We can sense it by observing its rapid growth throughout all social media and search engines. Today we are observing another technological shift, spatial computing which is dragging consumers to interact with the brands even more. The main purpose of this paper is to create awareness about Augmented Reality and the possibility of AR in the Advertising Industry. Another objective of this study is to examine how strongly it enhances the primary model of Advertising, AIDA. Through this paper, we will investigate how consumers’ interactions with the brands are changing and how directly or indirectly it’s pushing sales and brand recall factor. In short, the primary intention of this paper is to shed light upon how this new technological invention is changing the advertising landscape throughout the world.

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Institutions

Institute of Management Study, University of Burdwan

Categories

Advertising, Augmented Reality, Consumer

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