| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Augmented and virtual reality the new silver bullet of marketing? : an overview of applications with the AIDA model |
| Autor/-in: | Seiler, Roger Klaas, Michael |
| Erschienen in: | Journal of WEI Business and Economics |
| Band(Heft): | 5 |
| Heft: | 2 |
| Seite(n): | 53 |
| Seiten bis: | 62 |
| Angaben zur Konferenz: | WEI International Academic Conference, Vienna, Austria, 17-19 April 2016 |
| Erscheinungsdatum: | 2016 |
| Verlag / Hrsg. Institution: | West East Institute |
| ISSN: | 2166-7918 |
| Sprache: | Englisch |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Purpose: Great advancements in the technical implementation of augmented reality (AR) systems have been made in recent years. Mobile devices are AR ready and software is available. There is also potential for marketing, as it has been shown that AR has positive effects on product knowledge, customers' attitudes towards brands, purchasing intentions, trust and cognitive processes in general, such as learning guided by additional, context-relevant information and interactivity, thus potentially supporting all phases in the ADIA (Attention Interest Desire Action)model. Nevertheless, no extremely successful applications exist for AR or commonly accepted usage scenarios supporting marketing. Research questions: Which usage scenarios exist for AR and how are they connected to the different phases of the AIDA-model? Is there a focus on a specific phase and why? Method: We analysed cases from AR field applications and categorised the cases by using an extended version (AIDAA (Attention Interest Desire Action Aftersales)) of existing theoretical models, such as the AIDA model. Results: Most applications focus on the awareness and interest stage of the AIDA-model. Only a few applications are able to cover the full buying process, as well as after-sales stages. On the second dimension (games, explanation and experience) of our classification model explanation followed by experience are categories holding most of the applications analysed. Our analysis yielded seven hypotheses. One hypothesis states that the lack of action and transaction in AR applications leads to low prioritisation in business; another states that implementation is complex and cost intensive and, therefore, solutions focus on awareness and interest; and a final hypothesis identifies that an unclear value proposition and unclear customer perceived value lead to technical driven solutions, leaving out large areas of an application's potential. Conclusions: Existing literature and research have shown that AR has broad positive effects on marketing-relevant aspects, such as product knowledge, customers' attitudes towards brands and cognitive processes, resulting in better learning. Currently AR applications of companies in the field focus on the low-hanging fruit of easy-to-implement applications with a focus on awareness and interest stage of the AIDA-model and AR applications. AR solutions supporting the whole purchasing process, as well as solutions that are not driven by technology, are scarce and yet to be implemented in larger numbers. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/12521 https://westeastinstitute.com/journals/wp-content/uploads/2017/06/Seiler_Klaas_2016_Augmented-and-virtual-reality-the-new-silver-bullet-of-marketing_FinalProceedings.pdf |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
Dateien zu dieser Ressource:
Es gibt keine Dateien zu dieser Ressource.
Zur Langanzeige
Seiler, R., & Klaas, M. (2016). Augmented and virtual reality the new silver bullet of marketing? : an overview of applications with the AIDA model [Conference paper]. Journal of WEI Business and Economics, 5(2), 53–62. https://westeastinstitute.com/journals/wp-content/uploads/2017/06/Seiler_Klaas_2016_Augmented-and-virtual-reality-the-new-silver-bullet-of-marketing_FinalProceedings.pdf
Seiler, R. and Klaas, M. (2016) ‘Augmented and virtual reality the new silver bullet of marketing? : an overview of applications with the AIDA model’, in Journal of WEI Business and Economics. West East Institute, pp. 53–62. Available at: https://westeastinstitute.com/journals/wp-content/uploads/2017/06/Seiler_Klaas_2016_Augmented-and-virtual-reality-the-new-silver-bullet-of-marketing_FinalProceedings.pdf.
R. Seiler and M. Klaas, “Augmented and virtual reality the new silver bullet of marketing? : an overview of applications with the AIDA model,” in Journal of WEI Business and Economics, 2016, vol. 5, no. 2, pp. 53–62. [Online]. Available: https://westeastinstitute.com/journals/wp-content/uploads/2017/06/Seiler_Klaas_2016_Augmented-and-virtual-reality-the-new-silver-bullet-of-marketing_FinalProceedings.pdf
SEILER, Roger und Michael KLAAS, 2016. Augmented and virtual reality the new silver bullet of marketing? : an overview of applications with the AIDA model. In: Journal of WEI Business and Economics [online]. Conference paper. West East Institute. 2016. S. 53–62. Verfügbar unter: https://westeastinstitute.com/journals/wp-content/uploads/2017/06/Seiler_Klaas_2016_Augmented-and-virtual-reality-the-new-silver-bullet-of-marketing_FinalProceedings.pdf
Seiler, Roger, and Michael Klaas. 2016. “Augmented and Virtual Reality the New Silver Bullet of Marketing? : An Overview of Applications with the AIDA Model.” Conference paper. In Journal of WEI Business and Economics, 5:53–62. West East Institute. https://westeastinstitute.com/journals/wp-content/uploads/2017/06/Seiler_Klaas_2016_Augmented-and-virtual-reality-the-new-silver-bullet-of-marketing_FinalProceedings.pdf.
Seiler, Roger, and Michael Klaas. “Augmented and Virtual Reality the New Silver Bullet of Marketing? : An Overview of Applications with the AIDA Model.” Journal of WEI Business and Economics, vol. 5, no. 2, West East Institute, 2016, pp. 53–62, https://westeastinstitute.com/journals/wp-content/uploads/2017/06/Seiler_Klaas_2016_Augmented-and-virtual-reality-the-new-silver-bullet-of-marketing_FinalProceedings.pdf.
Alle Ressourcen in diesem Repository sind urheberrechtlich geschützt, soweit nicht anderweitig angezeigt.