Guidelines for the application of augmented reality in marketing communication for consumers' adoption of innovation
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2022
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2565
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eng
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310 leaves
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Kantalas Thongboonma (2022). Guidelines for the application of augmented reality in marketing communication for consumers' adoption of innovation. Retrieved from: https://repository.nida.ac.th/handle/662723737/6623.
Title
Guidelines for the application of augmented reality in marketing communication for consumers' adoption of innovation
Alternative Title(s)
แนวทางการประยุกต์ใช้เทคโนโลยีความจริงเสริมในการสื่อสารการตลาดเพื่อการยอมรับนวัตกรรมของผู้บริโภค
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Abstract
The objectives of this study were to study the current application of augmented reality in marketing communication, to study the attitudes of entrepreneurs and innovators towards the application of augmented reality in marketing communication, to study the attitudes of consumers towards the application of augmented reality in marketing communication and to develop guidelines for the application of augmented reality in marketing communication for consumers' adoption of innovation. The data collection was performed through in-depth interviews with 3 groups of samples comprising the representative organizations with experience in using augmented reality in marketing communication and representative innovators for such organizations and representative customers with experience in using augmented reality in marketing communication
The results showed that the main key elements of the application of augmented reality in marketing communication include the determination of objectives, the creation of open innovation, marketing communication, and corporate communication, demonstration of organizational potential, and business expansion. The support key elements include cost-effectiveness analysis and performance measurement.
The main key elements of communication of the application of augmented reality in communication marketing include media relations, the use of presenters for communication, and having staff available to provide advice on the use of the augmented reality application. The support key elements include clear communication about augmented reality technology.The characteristics of augmented reality in marketing communication for consumer adoption of innovation include the characteristics which enhance Sense, Feel, Think, Act, and Relate marketing.
The main key elements of the characteristics of innovation that enhance Sense marketing include virtual 3D presentations, innovative and engaging presentations, and visual representations that combine the virtual and real world. The support key elements include realistic visual representation. All these elements are Relative advantage characteristics of innovation.
The main key elements of the characteristics of innovation that enhance Feel marketing include playfulness and inner feeling. The support key elements include the creation of the desire to participate. All these elements are Relative advantage characteristics of innovation. The main key elements of characteristics of innovation that enhance Think marketing include having useful information and clear details or stories of the products. The support key elements include having in-depth information. All these elements are Compatibility characteristics of innovation
The main key elements of characteristics of innovation that enhance Act marketing include simple, intuitive instruction and service provision via corporate communication devices, both of which are Complexity characteristics of innovation; ease of application download, which is a Trialability characteristic of innovation; and creation of innovative experiences and services, both of which are Observability characteristics of innovation. The support key elements include integration with marketing platforms, which is the Complexity characteristic of innovation; integration with platforms used by consumers, which is the Trialability characteristic of innovation; creation of a virtual experience involves trying a real product or getting a real experience; creation of virtual experience from physical location; creation of virtual experience with a product in a physical location; and online service optimization. The latter four are Observability characteristics of innovation
The main key elements of the characteristics of innovation that enhance Relate marketing include publication via social networks, which is the Compatibility characteristic of innovation; and use through online media, which is the Complexity characteristic of innovation. The support key elements include the creation of interactions between consumers and the creation of space for self-presentation, both of which are Compatibility characteristics of innovation.
The results also showed that the benefits organizations gain from applying augmented reality in marketing communication include marketing communication, corporate communication, and business expansion.
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Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2022