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AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?

Year 2011, Volume: 3 Issue: 1, 113 - 123, 01.06.2011

Abstract

The present research aims to look at the ways in which Augmented Reality beneficial for brands to create positive brand perception, intention of purchase and positive word of mouth. Based on the aims of this research paper and the study of Bluearca and Tamarjan (2010), five measures of perceived value have been chosen- enhancing convenience, influencing enjoyment, relevancy of idea, ease of interaction and WOM. Focus group is the method for this study because Augmented Reality application is a very new application in Turkey so there is little prior knowledge and the range of responses likely to emerge. Focus groups have the ability to provide us with data not obtainable through paper and pencil self-report measures or observational measures. In areas of study in which little is known, focus groups may be an appropriate place to begin (Byers and Wilcox, 1991: 65). This paper explores the ways how can brands use AR application for their own beneficence. First time exposing this kind of interactive application, consumers’ first impressions, feelings and experiences will be valuable for Turkish brands which might prefer to engage their customers more closely in future. Banana Flame is the brand chosen for this study because there is no Turkish brand using this application properly. Through this study, people’s understanding about AR technologies will be able to revealed and those information will lead Turkish brands developing experiential value and positive attitude in minds of their customers. The lack of Turkish brands using this application properly caused to choose a foreign brand (Banana Flame) which is an Online Fashion Boutique and first online retailer to integrate Augmented Reality throughout entire site in U.S.A. For this reason, it was assumed that Banana Flame has no brand awareness between young Turkish consumers. Owing to the fact that Banana Flame is a women’s fashion brand, focus group included 18-30 years of female students from Maltepe University

References

  • ABI Research (2009), ABI Research Anticipates “Dramatic Growth” for Augmented
  • http://www.abiresearch.com [Accessed: 12 February 2010]. via Smartphones.2009, Available
  • from: Azuma,R.T (1997). “A Survey of Augmented Reality”. In Presence: Teleoperators and Virtual Environments, Vol 6(4),pp. 355-385.
  • Benjamin, Kim (2009). “Battle of the Brands”. Revolution, December, pp.41-43.
  • Bulearca, M. and Tamarjan, D (2010). “Augmented Reality: A Sustainable Marketing Tool?”, Global Business and Management Research: An International Journal, 2(2&3), pp. 237-252).
  • Byers, P.G. and Wilcox, J.R (1991). “Focus Groups: A Qualitative Opportunity For Researchers”, The Journal of Business Communication, Vol: 28(1), pp. 63-78. Chou, H. J (2009). “The Effect of Experiential and Relationship Marketing On Customer Value: A Case Study of International American Casual Dining Chains In Taiwan”, Social Behavior and Personality, Vol 37(7), pp. 993-1008.
  • Farhad, M.,( 2009). Augmented Reality Swoops In, Fast Company, 140. Available from Business Source Complete. Available from: www.ebscohost.com [Accessed: 11 February 2010].
  • Grigorovici, Dan. M. and Constantin Corina. D (2004). “Experiencing Interactive Advertising Beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness In 3D Gaming Immersive Virtual Environments”, Journal of Interactive Advertising, Vol 5(1), pp.22-36.
  • Haller, M., Billinghurst, M. and Thomas, B (2007). Emerging Technologies of Augmented Reality: Interfaces and Design.Idea Group Publishing, 2007.
  • Henrysson, A (2007).” Bringing Augmented Reality to Mobile Phones”, Linköping Studies in Science and Technology, Dissertations, , No: 1145.
  • Krevelen, Van D.W.F and Poelman, R (2010). “A Survey of Augmented Reality Technologies, Applications and Limitations”. The International Journal of Virtual Reality,Vol 9(2), pp.1-20.
  • Kroeker, K (2010). “Mainstreaming Augmented Reality”. Communications of The ACM, Vol 53(7), pp. 19-21.
  • Li,H., Daugherty, T. and Biocca (2001), F. “Characteristics of Virtual Experience In Electronic Commerce: A Protocol Analysis”, Journal of Interactive Marketing, Vol 15(3), pp. 13-30. Martin, Ken and Todorov, Ivan (2010). “How Will Digital Platforms Be Harnessed In 2010, and How They Will Change The Way people Interact With Brands?”, Journal of Interactive Advertising, Vol 10(2), pp.61-66.
  • Mathur, D.C (1971). Naturalistic Philosophies of Experience. 1971,St. Louis, MO: Warren H. Green Inc.
  • Owyang, J (2010). “The New Reality Will Be Augmented”, Customer Relationship Management, January, pp. 32-33.
  • Rodgers, Shelly and Thorson, Esther (2000). “The Interactive Advertising Model: How Users Perceive and Process Online Ads”. Journal of Interactive Advertising, Vol 1(1), pp.42-61.
  • Russel, G. Martha (2009). “A Call for Creativity in New Metrics for Liquid Media”. Journal of Interactive Advertising. Vol 9(2), pp. 1-23.
  • Schmitt,B (1999). “Experiential Marketing”. Journal of Marketing Management, Vol 15, pp. 53-67.
  • Saxena,Rajan (2009). Marketing Management. The McGraw-Hill Education Private Limited.Fourth Edition.
  • Yuan, Y.E and Wu, C.K (2008). “Relationship Among Experiential Marketing, Experiential Value and Customer Satisfaction”, Journal of Hospitality & Tourism Research, Vol 32(3), pp. 387-410.
Year 2011, Volume: 3 Issue: 1, 113 - 123, 01.06.2011

Abstract

References

  • ABI Research (2009), ABI Research Anticipates “Dramatic Growth” for Augmented
  • http://www.abiresearch.com [Accessed: 12 February 2010]. via Smartphones.2009, Available
  • from: Azuma,R.T (1997). “A Survey of Augmented Reality”. In Presence: Teleoperators and Virtual Environments, Vol 6(4),pp. 355-385.
  • Benjamin, Kim (2009). “Battle of the Brands”. Revolution, December, pp.41-43.
  • Bulearca, M. and Tamarjan, D (2010). “Augmented Reality: A Sustainable Marketing Tool?”, Global Business and Management Research: An International Journal, 2(2&3), pp. 237-252).
  • Byers, P.G. and Wilcox, J.R (1991). “Focus Groups: A Qualitative Opportunity For Researchers”, The Journal of Business Communication, Vol: 28(1), pp. 63-78. Chou, H. J (2009). “The Effect of Experiential and Relationship Marketing On Customer Value: A Case Study of International American Casual Dining Chains In Taiwan”, Social Behavior and Personality, Vol 37(7), pp. 993-1008.
  • Farhad, M.,( 2009). Augmented Reality Swoops In, Fast Company, 140. Available from Business Source Complete. Available from: www.ebscohost.com [Accessed: 11 February 2010].
  • Grigorovici, Dan. M. and Constantin Corina. D (2004). “Experiencing Interactive Advertising Beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness In 3D Gaming Immersive Virtual Environments”, Journal of Interactive Advertising, Vol 5(1), pp.22-36.
  • Haller, M., Billinghurst, M. and Thomas, B (2007). Emerging Technologies of Augmented Reality: Interfaces and Design.Idea Group Publishing, 2007.
  • Henrysson, A (2007).” Bringing Augmented Reality to Mobile Phones”, Linköping Studies in Science and Technology, Dissertations, , No: 1145.
  • Krevelen, Van D.W.F and Poelman, R (2010). “A Survey of Augmented Reality Technologies, Applications and Limitations”. The International Journal of Virtual Reality,Vol 9(2), pp.1-20.
  • Kroeker, K (2010). “Mainstreaming Augmented Reality”. Communications of The ACM, Vol 53(7), pp. 19-21.
  • Li,H., Daugherty, T. and Biocca (2001), F. “Characteristics of Virtual Experience In Electronic Commerce: A Protocol Analysis”, Journal of Interactive Marketing, Vol 15(3), pp. 13-30. Martin, Ken and Todorov, Ivan (2010). “How Will Digital Platforms Be Harnessed In 2010, and How They Will Change The Way people Interact With Brands?”, Journal of Interactive Advertising, Vol 10(2), pp.61-66.
  • Mathur, D.C (1971). Naturalistic Philosophies of Experience. 1971,St. Louis, MO: Warren H. Green Inc.
  • Owyang, J (2010). “The New Reality Will Be Augmented”, Customer Relationship Management, January, pp. 32-33.
  • Rodgers, Shelly and Thorson, Esther (2000). “The Interactive Advertising Model: How Users Perceive and Process Online Ads”. Journal of Interactive Advertising, Vol 1(1), pp.42-61.
  • Russel, G. Martha (2009). “A Call for Creativity in New Metrics for Liquid Media”. Journal of Interactive Advertising. Vol 9(2), pp. 1-23.
  • Schmitt,B (1999). “Experiential Marketing”. Journal of Marketing Management, Vol 15, pp. 53-67.
  • Saxena,Rajan (2009). Marketing Management. The McGraw-Hill Education Private Limited.Fourth Edition.
  • Yuan, Y.E and Wu, C.K (2008). “Relationship Among Experiential Marketing, Experiential Value and Customer Satisfaction”, Journal of Hospitality & Tourism Research, Vol 32(3), pp. 387-410.
There are 20 citations in total.

Details

Other ID JA25VM34BC
Journal Section Articles
Authors

Ezgi Eyüboğlu

Publication Date June 1, 2011
Published in Issue Year 2011 Volume: 3 Issue: 1

Cite

APA Eyüboğlu, E. (2011). AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?. International Journal of Social Sciences and Humanity Studies, 3(1), 113-123.
AMA Eyüboğlu E. AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?. IJ-SSHS. June 2011;3(1):113-123.
Chicago Eyüboğlu, Ezgi. “AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?”. International Journal of Social Sciences and Humanity Studies 3, no. 1 (June 2011): 113-23.
EndNote Eyüboğlu E (June 1, 2011) AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?. International Journal of Social Sciences and Humanity Studies 3 1 113–123.
IEEE E. Eyüboğlu, “AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?”, IJ-SSHS, vol. 3, no. 1, pp. 113–123, 2011.
ISNAD Eyüboğlu, Ezgi. “AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?”. International Journal of Social Sciences and Humanity Studies 3/1 (June 2011), 113-123.
JAMA Eyüboğlu E. AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?. IJ-SSHS. 2011;3:113–123.
MLA Eyüboğlu, Ezgi. “AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?”. International Journal of Social Sciences and Humanity Studies, vol. 3, no. 1, 2011, pp. 113-2.
Vancouver Eyüboğlu E. AUGMENTED REALITY AS AN EXCITING ONLINE EXPERIENCE: IS IT REALLY BENEFICIAL FOR BRANDS?. IJ-SSHS. 2011;3(1):113-2.