Research Article
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To Be Real, or Not To Be Real, That Is The Question: A Content Analysis of Augmented Reality Articles in Advertising and Marketing Journals from 2017 to 2021

Year 2022, Volume: 2 Issue: 1, 66 - 86, 29.06.2022

Abstract

This study focuses on 24 published augmented reality (AR) articles in top-tier SSCI indexed advertising and marketing journals with high SJR rankings between 2017 and 2021. Employing a content analysis frame of Yale and Gilly (1988), the study aims to provide insight for further AR-related research that could “augment” the advertising and marketing literature. The findings reveal that most of the current articles were related to consumer behavior and primarily addressed scholars and managers. It is also observed that quantitative methodology and experiments were adopted mainly. The most statistical analysis performed in these articles was meditation analysis, while the research respondents were generally students.

References

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Gerçek Olmak ya da Olmamak, İşte Bütün Mesele Bu: Reklamcılık ve Pazarlama Dergilerinde 2017-2021 Yılları Arasında Yayınlanan Artırılmış Gerçeklik (AG) Makalelerine Yönelik İçerik Analizi

Year 2022, Volume: 2 Issue: 1, 66 - 86, 29.06.2022

Abstract

Bu çalışma SSCI indeksinde taranan ve en yüksek SRJ sıralamasına sahip reklamcılık ve pazarlama dergileri kapsamında, 2017-2021 yılları arasında yayınlanan ve artırılmış gerçeklik konulu (AG) 24 makaleye odaklanmaktadır. Yale ve Gilly'nin (1988) içerik analizi çerçevesini kullanan araştırmanın amacı, reklam ve pazarlama literatürünü “artırabilecek” AG konulu sonraki çalışmalara içgörü sağlamaktır. Elde edilen bulgular gerçekleştirilen araştırmaların çoğunun tüketici davranışları ile ilgili olduğunu, bunun yanı sıra öncelikli olarak reklam ve pazarlama alanındaki akademisyenler ile uzmanlara aynı anda seslendiğini ortaya koymaktadır. Ayrıca yine bu çalışmalarda ağırlıklı olarak nicel yöntemler benimsenmiş olup, deneyler en önde gelen veri toplama aracı olarak belirmektedir. Söz konusu makalelerde en çok aracılık analizlerinin uygulandığı ve katılımcıların genellikle öğrencilerden oluştuğu anlaşılmaktadır.  

References

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  • Barhorst, J. B., McLean, G., Shah, E., & Mack, R. (2021). Blending the real world and the virtual world: exploring the role of flow in augmented reality. Journal of Business Research, 122, 423-436.
  • Beard, F. K. (2002). Peer evaluation and readership of influential contributions to the advertising literature. Journal of Advertising, 31(4), 65–75.
  • Berelson, B. (1952). Content analysis as a tool of communication research. Glencoe: IL: Free.
  • Berman, B., & Pollack, D. (2021). Strategies for the successful implementation of augmented reality. Business Horizons, 64, 621-630.
  • Berryman, D. R. (2012). Augmented reality: A review. Medical Reference Services Quarterly, 31(2), 212-218.
  • Bimber, O., & Raskar, R. R. (2005). Modern approaches to augmented reality. CM SIGGRAPH 2007 Papers - International Conference on Computer Graphics and Interactive Techniques.
  • Borgman, C. L. (1989). Bibliometrics and Scholarly Communication: Editor's Introduction. Communication Research, 16(5), 583–599.
  • Bottomore, S. (1999). The panicking audience?: Early cinema and the 'train effect'. Historical Journal of Film, Radio and Television, 19(2), 177-216.
  • Carmigniani, J., & Furht, B. (2011). Augmented reality: An overview. B. Furht (Ed.) in Handbook of Augmented Reality (p. 3-46). USA: Springer.
  • Carrozzi, A., Chylinski, M., Heller, J., Hilken, T., Keeling, D., & de Ruyter, K. (2019). What's mine is a hologram? How shared augmented reality augments psychological ownership. Journal of Interactive Marketing, 48, 71-78.
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  • Chen, P., Liu, X., Cheng, W., & Huang, R. (2017). A review of using augmented reality in education from 2011 to 2016. E. Popescu, Kinshuk, M. K. Khribi, R. Huang, M. Jemni, N.-S. Chen, & D. G. Sampson (Ed.) in Innovations in Smart Learning. Lecture Notes in Educational Technology. Singapore: Springer.
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  • de Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D. I., & Mahr, D. (2020). Seeing with the customer’s eye: exploring the challenges and opportunities of AR advertising. Journal of Advertising, 49(2), 109-124.
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296.
  • Eisend, M. (2010). A meta-analysis of gender roles in advertising. Academy of Marketing Science, 38, 418-440.
  • Eisend, M. (2017). Meta-analysis in advertising research. Journal of Advertising, 46(1), 21-35.
  • Fang, C., Zhang, J., & Qiu, W. (2017). Online classified advertising: a review and bibliometric. Scientometrics, 113, 1481-1511.
  • Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560.
  • Grewal, D., Kavanoor, S., Fern, E. F., Costley, C., & Barnes, J. (1997). Comparative versus noncomparative advertising: A meta-analysis. Journal of Marketing, 61(4), 1-15.
  • Guerrero-Bote, V. P., & Moya-Anegón, F. (2021). A further step forward in measuring journals’ scientific prestige: The SJR2 indicator. Journal of Informetrics, 6(4), 674–688.
  • Harwood, T. G., & Garry, T. (2003). An overview of content analysis. The Marketing Review, 3, 479-498.
  • Hayhurst, J. (2018). How augmented reality and virtual reality is being used to support people living with dementia—design challenges and future Directions. J. Hayhurst, T. Jung, & T. Dieck (Ed) in Augmented reality and virtual reality (p. 295–305). Springer.
  • Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Let me imagine that for you: Transforming the retail frontline through augmenting customer cental imagery ability. Journal of Retailing, 95(2), 94-114.
  • Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing. Journal of Retailing, 95(4), 219-234.
  • Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884–905.
  • Hilken, T., Keeling, D., de Ruyter, K., Mahr, D., & Chylinski, M. (2020). Seeing eye to eye: social augmented reality and shared decision making in the marketplace. Journal of the Academy of Marketing Science, 48, 143–164.
  • Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, 57-71.
  • İçten, T., & Bal, G. (2017). Artırılmış gerçeklik teknolojisi üzerine yapılan akademik çalışmaların içerik analizi. Bilişim Teknolojileri Dergisi, 10(4), 401-415.
  • Javornik, A., Duffy, K., Rokka, J., Scholz, J., Nobbs, K., Motala, A., & Goldenberg, A. (2021). Strategic approaches to augmented reality deployment by luxury brands. Journal of Business Research, 136, 284-292.
  • Javornik, A., Marder, B., Pizzetti, M., & Warlop, L. (2021). Augmented self - The effects of virtual face augmentation on consumers' self-concept. Journal of Business Research, 130, 170-187.
  • Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116, 85-98.
  • Joerß, T., Hoffmann, S., Mai, R., & Akbar, P. (2021). Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents. Journal of Business Research, 128, 510-523.
  • Jordaan, Y., Wiese, M., Amade, K., & de Clercq, E. (2013). Content analysis of published articles in the South African Journal of Economic and Management Sciences. South African Journal of Economic and Management Sciences, 16(4), 435-451.
  • Kamhawi, R., & Weaver, D. (2003). Mass communication research trends from 1980 to 1999. J&MC quarterly, 80, 7-27.
  • Kesim, M., & Ozarslan, Y. (2012). Augmented reality in education: current technologies and the potential for education. Procedia - Social and Behavioral Sciences. 47, s. 297 – 302. Elsevier.
  • Kim, J., & McMillan, S. J. (2008). Evaluation of internet advertising research: A bibliometric analysis of citations from key sources. Journal of Advertising, 37(1), 99-112.
  • Kim, K., Hayes, J. L., Avant, J. A., & Reid, L. N. (2014). Trends in Advertising Research: A Longitudinal Analysis. Journal of Advertising, 296-316.
  • Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357-373.
  • Krippendorff, K. (2004). Reliability in content analysis. Human Communication Research, 3, 411–433.
  • Liao, T. (2019). Future directions for mobile augmented reality research: Understanding relationships between augmented reality users, nonusers, content, devices, and industry. Mobile Media & Communication, 7(1), 131-149.
  • Ma, M., Jain, L. C., & Anderson, P. (Ed.). (2014). Virtual, augmented reality and serious games for healthcare 1. Berlin: Springer.
  • Matthews, B., & Ross, L. (2010). Research Methods, a practical guide for the social sciences. Pearson Education Limited.
  • Mekni, M., & Lemieux, A. (2014). Augmented reality: applications, challenges and future trends. A. Zaharim, K. Sopian, P. Psarris, & M. Morgenstern (Ed.), Applied computational science, proceedings of the 13th international conference on applied computer and applied computational science (ACACOS’14) in (p. 205-214). WSEAS press.
  • Neumann, U., & Cho, Y. (1996). A self-tracking augmented reality system. VRST’96, 109-115.
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There are 84 citations in total.

Details

Primary Language English
Subjects Cultural Studies
Journal Section Research Articles
Authors

Damla Karşu Cesur 0000-0002-5876-5618

Publication Date June 29, 2022
Submission Date May 19, 2022
Published in Issue Year 2022 Volume: 2 Issue: 1

Cite

APA Karşu Cesur, D. (2022). To Be Real, or Not To Be Real, That Is The Question: A Content Analysis of Augmented Reality Articles in Advertising and Marketing Journals from 2017 to 2021. Medya Ve Kültür, 2(1), 66-86.