Adoption of Mobile Augmented Reality Advertisements by Brands in Malaysia

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• 作者：Syarifah Nurleyana Wafa ; ^{nurleyana.wafa@mmu.edu.my" class="auth_mail" title="E-mail the corresponding author} ; Ellyna Hashim
• 关键词：Advertisement ; Advertising ; Augmented Reality ; Mobile Technology
• 刊名：Procedia - Social and Behavioral Sciences
• 出版年：2016
• 出版时间：31 May 2016
• 年：2016
• 卷：219
• 期：Complete
• 页码：762-768
• 全文大小：138 K

文摘

This study aims to investigate the adoption of mobile Augmented Reality (AR) advertisements by brands in Malaysia through ads that appear in a leading local newspaper. Further data were gathered through interviews with personnel from advertising agencies to gauge brands’ receptiveness in using mobile AR technology within their advertisements. The findings illustrate the current AR market in Malaysia, thus providing a better understanding of the acceptance of this technology in Southeast Asia. This study further suggests potential room for AR research in the advertising and marketing fields in this region.