Effect of Augmented Reality  Advertising on Purchase Intention

Muhammad Furquan  Saleem; Muhammad  Asim; Jaweed Ahmed  Chandio

doi:10.52633/jms.v4i1.164

Authors

Muhammad Furquan Saleem Karachi University Business School, University of Karachi, Pakistan. Author
Muhammad Asim Karachi University Business School, University of Karachi, Pakistan. Author
Jaweed Ahmed Chandio Faculty of Commerce & Business Administration, University of Sindh, Jamshoro, Pakistan. Author

DOI:

https://doi.org/10.52633/jms.v4i1.164

Keywords:

Advertisement, Augmented Reality, Mobile Technology, Purchase Intention, Marketing Strategies

Abstract

In advertising, Augmented Reality (AR) is considered to be the latest smart innovation used for advertising and marketing different products and services. By the use of this technology, the brands and the companies engage in interaction with the target audience to retrieve the expectations of the existing and potential users. However, significant factors are associated with the adoption of AR technology. This study aims to find the effect of augmented reality advertising on purchase intention. For this purpose, the study focused on various factors including informativeness, entertainment, credibility and irritation which lead to the purchase intention. For the study design, the researcher has used an experimental research strategy. The respondents were shown augmented reality based advertisements to learn about their experiences. The outcomes obtained from this research revealed that augmented reality based advertisements are very informative and entertaining as compared to other mediums. All the factors examined in the study have a significant impact on purchase intention. This is, therefore, concluded that marketers must consider the use of AR in their advisements, which is easy to use and entertaining and does not irritate the customers. This research has also demonstrated that AR technology is one of the best approaches which can be used for creating interactive experiences with customers, and provide them with effective services and products.

Author Biographies

Muhammad Furquan Saleem, Karachi University Business School, University of Karachi, Pakistan.

PhD. Scholar, Karachi University Business School, University of Karachi, Pakistan.
Muhammad Asim, Karachi University Business School, University of Karachi, Pakistan.

Associate Professor, Karachi University Business School, University of Karachi, Pakistan.
Jaweed Ahmed Chandio, Faculty of Commerce & Business Administration, University of Sindh, Jamshoro, Pakistan.

Dean, Faculty of Commerce & Business Administration, University of Sindh, Jamshoro, Pakistan.

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