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

Damla Karşu Cesur

EN TR

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

Öz

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.

Anahtar Kelimeler

Augmented Reality, AR, Advertising, Marketing, Content Analysis

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

Öz

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.

Anahtar Kelimeler

Artırılmış Gerçeklik, AG, Reklamcılık, Pazarlama, İçerik Analizi, Özdüşünümsel

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Kültürel çalışmalar

Bölüm

Araştırma Makalesi

Yazarlar

Damla Karşu Cesur ^*
0000-0002-5876-5618
Türkiye

Yayımlanma Tarihi

29 Haziran 2022

Gönderilme Tarihi

19 Mayıs 2022

Kabul Tarihi

17 Haziran 2022

Yayımlandığı Sayı

Yıl 2022 Cilt: 2 Sayı: 1

IZ

https://izlik.org/JA22AN27YT

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. https://izlik.org/JA22AN27YT

AMA

1.Karşu Cesur D. 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. 2022;2(1):66-86. https://izlik.org/JA22AN27YT

Chicago

Karşu Cesur, Damla. 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. https://izlik.org/JA22AN27YT.

EndNote

Karşu Cesur D (01 Haziran 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.

IEEE

[1]D. Karşu Cesur, “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, c. 2, sy 1, ss. 66–86, Haz. 2022, [çevrimiçi]. Erişim adresi: https://izlik.org/JA22AN27YT

ISNAD

Karşu Cesur, Damla. “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 (01 Haziran 2022): 66-86. https://izlik.org/JA22AN27YT.

JAMA

1.Karşu Cesur D. 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. 2022;2:66–86.

MLA

Karşu Cesur, Damla. “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, c. 2, sy 1, Haziran 2022, ss. 66-86, https://izlik.org/JA22AN27YT.

Vancouver

1.Damla Karşu Cesur. 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 [Internet]. 01 Haziran 2022;2(1):66-8. Erişim adresi: https://izlik.org/JA22AN27YT