Audience Engagement and Decision-Making through Augmented Reality Technology in Advertising
Fatrisha Mohamed Yussof1, Sabariah Mohamed Salleh2, Abdul Latiff Ahmad3
1Fatrisha Mohamed Yussof, Department of Media and Communication Social Sciences and Humanities, National University, Malaysia.
2Sabariah Mohamed Salleh, Department of Media and Communication Social Sciences and Humanities, National University, Malaysia.
3Abdul Latiff Ahmad, Department of Media and Communication Social Sciences and Humanities, National University, Malaysia.
Manuscript received on 10 December 2019 | Revised Manuscript received on 23 December 2019 | Manuscript Published on 31 December 2019 | PP: 638-647 | Volume-8 Issue-12S2 October 2019 | Retrieval Number: L111210812S219/2019©BEIESP | DOI: 10.35940/ijitee.L1112.10812S219
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The effect of globalization and technological advancements has transformed the manner in which individuals connect and associate inside social norms. In line with this, worldwide advertising industry has moved to digital advertising for effective outreach target audience. Along these lines, to keep pace with the fourth industrial revolution era, prior researchers asserted the importance of novel approach advertisers incorporating virtual and reality worlds like augmented reality (AR) technology as an alternative advertisement platform. In addition, information pertaining to augmented reality advertising consumer behavior are still scarce and this warrants a systematic literature review in order to answer the following questions: (1) What were the main applications involved and describe the way they have change over time? (2) What methodologies have been employed in augmented reality advertising research? (3) What are the variables or theme utilised in augmented reality advertising research? (4) For future direction guide, what are the critical issues identified in augmented reality advertising? The study is a systematic review of publications published over a ten-year period spanning from 2010 to 2019.
Keywords: Advertising, Augmented Reality, Consumer Behavior, Technology.
Scope of the Article: Augmented Reality