de Ruyter et al. Journal of Advertising 2020.pdf (588.45 kB)
Seeing with the customer’s eye: exploring the challenges and opportunities of AR advertising
journal contribution
posted on 2023-06-09, 20:49 authored by Ko de Ruyter, Jonas Heller, Tim Hilken, Mathew Chylinski, Debbie KeelingDebbie Keeling, Dominik MahrThis position article on augmented reality (AR) advertising offers a conceptual framework of recent scholarship on the intersection between AR technologies, advertising, and marketing metrics. The framework identifies theory-based building blocks for this domain alongside relevant recent examples. It proposes a conceptual case for contextualization of advertising content through AR technology. Finally, an agenda for future research in AR advertising is specified, incorporating multiple conceptual perspectives and empirical directions.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of AdvertisingISSN
0091-3367Publisher
Taylor & FrancisExternal DOI
Page range
1-16Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2020-03-12First Open Access (FOA) Date
2021-10-08First Compliant Deposit (FCD) Date
2020-03-09Usage metrics
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