Document Type : Original Article
Authors
1
PhD student in Business Management Marketing Orientation, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2
Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
3
Department of Business Management, Arak Branch, Islamic Azad University, Arak, Iran
4
Department of Business Administration, Faculty of Literature and Humanities, Malayer University, Malayer, Iran
10.22034/cbsj.2024.140518.2653
Abstract
The advertising industry has always been open to emerging technologies. However, in recent years, the effectiveness of marketing processes has been reduced. At the same time, web and smartphone technology has become an integral part of people's lives and has revolutionized communication. To reach target audiences and achieve desired advertising results, it is important to use an alternative approach that is in line with these behavioral, communicative, and technological changes. Augmented reality technology can be useful in this case. Therefore, this study seeks to create a new advertising model by identifying the dimensions, indicators, and components of augmented reality advertising based on augmented reality activator markers on product packaging. A qualitative study using a grounded theory approach was conducted. 14 experts were selected through a judgmental sampling approach. Their opinions were collected through semi-structured interviews. The interviews were coded in three stages and analyzed. The validity and reliability of the study were confirmed through five indicators and the audit approach. 5516 initial concepts were identified. These concepts were categorized in the form of 966 subcategories and then classified under 81 main categories. The main categories were organized in the form of 6 fundamental constructs of the grounded theory paradigm model. The study found that augmented reality advertising has the potential to be very effective for companies, brands, products, consumers, society, and the advertising industry. However, there are multiple requirements for the design and use of augmented reality advertising platforms.
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