Research Information System
Thesis Type: Postgraduate
Institution Of The Thesis: Istanbul Commerce University, Sosyal Bilimler Enstitüsü, Medya Ve İletişim Sistemleri Ana Bilim Dalı, Turkey
Approval Date: 2018
Thesis Language: Turkish
Student: Behlül Shaljani
Supervisor: CELALETTİN AKTAŞ
Open Archive Collection: AVESIS Open Access Collection
Abstract:Handheld and smart devices have contributed to the innovation and extension of Augmented Reality (AR) to various fields, including marketing. On the other hand, these smart devices helped changing the usage of technology especially among digital natives which at the same time was the selected sample population for this thesis work. Moreover, the purpose of this research extended in understanding the potential of using AR technology in marketing, especially with consumers that are young adults who use digital technology frequently. In this thesis the usage of augmented reality marketing (ARM) was examined as a new digital marketing technique. In addition, this thesis investigated the user experiences with ARM content by showing the study participants various AR ads. The research was based on qualitative study where interviewing and observation techniques were used for collecting the data from 10 extensive interviews. The study revealed that characteristics like consumer behavior, consumer perception and consumer affection have an impact on the user experiences which vary from user to user and are subjective in nature. Furthermore, it has been discovered that ARM had a relatively strong influence on experiences dealing with the commitment and satisfaction of brands due to interactivity that AR offers. Finally, in this study implications suggest that ARM content should be designed with the consumer in mind rather than just to adopt to the technology needs.