Analysis of the effectiveness of the augmented reality technique as an influence on the digital marketing

增强现实 营销 广告 计算机科学 业务 人机交互
作者
G. Gokulkumari,Ibrahim Alhassan,Sulafah M. Basahel
出处
期刊:Web intelligence [IOS Press]
卷期号:22 (4): 599-610 被引量:1
标识
DOI:10.3233/web-230262
摘要

Augmented Reality is recognized as the newest clever breakthrough in marketing and is used to promote a variety of goods and services. Through the use of this technology, businesses and brands interact with their target market to learn everything about their current and potential customers’ expectations. However, important elements are associated with the development of augmented reality technology. The objective of this article is to scientifically evaluate the usefulness of virtual reality techniques in digital marketing. The study concentrated on a variety of variables, including those that influence consumers’ desire to make a purchase, such as the degree to which a system is interactive, instructive, and congruent with reality. The quantitative methodology used in this study. Random sampling methodology is used in a survey method to gather data. The partially least-squares Structured Equation Modeling (PLS-SEM) method will also be used to evaluate and confirm any proposed causal links between the latent variables. Direct marketing and system quality were shown to be correlated, and the significance value ( sig) was found to be less than 0.05. The conclusion confirms the assumption that interactivity has no significant and positive impact on digital marketing but, system quality, product informativeness, and reality congruence have a large and advantageous effect on digital marketing. Empirical findings suggest that using augmented reality technologies is one of the greatest digital marketing ways to engage customers in interactive experiences and provide them with quality goods and services.

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
大幅提高文件上传限制,最高150M (2024-4-1)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
敲一下叮发布了新的文献求助10
刚刚
2秒前
3秒前
5秒前
Mammon完成签到 ,获得积分10
5秒前
6秒前
7秒前
9秒前
10秒前
完美世界应助敏er好学采纳,获得10
10秒前
海盗发布了新的文献求助10
10秒前
11秒前
华仔应助can采纳,获得10
12秒前
乐乐应助包容友灵采纳,获得10
12秒前
13秒前
14秒前
科研通AI2S应助失眠的毛豆采纳,获得10
15秒前
Robin发布了新的文献求助10
15秒前
15秒前
邢慧兰完成签到,获得积分10
15秒前
Aijh发布了新的文献求助10
17秒前
学术小白发布了新的文献求助10
18秒前
李健应助Luke采纳,获得10
18秒前
XudongHou发布了新的文献求助20
18秒前
20秒前
21秒前
哈哈哈发布了新的文献求助10
21秒前
包容友灵完成签到,获得积分10
21秒前
xxxxx应助tuanheqi采纳,获得20
21秒前
Aijh完成签到,获得积分10
23秒前
科研通AI2S应助波哥采纳,获得10
23秒前
借一颗糖完成签到,获得积分10
24秒前
包容友灵发布了新的文献求助10
25秒前
科研通AI2S应助笑点低天德采纳,获得10
25秒前
Aurora完成签到,获得积分10
28秒前
CodeCraft应助借一颗糖采纳,获得30
28秒前
崽崽可凶了完成签到,获得积分10
31秒前
桐桐应助bo采纳,获得10
31秒前
爱竹子的Panda完成签到 ,获得积分10
33秒前
可怜风雨应助学术小白采纳,获得10
33秒前
高分求助中
Earth System Geophysics 1000
Co-opetition under Endogenous Bargaining Power 666
Medicina di laboratorio. Logica e patologia clinica 600
Handbook of Marine Craft Hydrodynamics and Motion Control, 2nd Edition 500
Sarcolestes leedsi Lydekker, an ankylosaurian dinosaur from the Middle Jurassic of England 500
《关于整治突出dupin问题的实施意见》(厅字〔2019〕52号) 500
Language injustice and social equity in EMI policies in China 500
热门求助领域 (近24小时)
化学 医学 生物 材料科学 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 基因 遗传学 催化作用 物理化学 免疫学 量子力学 细胞生物学
热门帖子
关注 科研通微信公众号,转发送积分 3212241
求助须知:如何正确求助?哪些是违规求助? 2861145
关于积分的说明 8127381
捐赠科研通 2527041
什么是DOI,文献DOI怎么找? 1360659
科研通“疑难数据库(出版商)”最低求助积分说明 643289
邀请新用户注册赠送积分活动 615635