Dissertation Topics in Marketing Research on Augmented Reality: Recent Trends

SEP 20, 2019 Research Paper

APPLICATION OF AUGMENTED REALITY FOR BOOSTING EXPERIENTIAL MARKETING INITIATIVES AND ENHANCING OUTCOMES Tips for Future Potential PhD Research Topics in Marketing, Business & Management

Tags: # PhD Research Topics

# Experiential Marketing # Augmented Reality # Consumer behaviour

Copyright © 2019 PhD Assistance.com. All Rights Reserved

KEY POINTS • About us • Short notes • Marketing • Augmented reality(AR) • Augmented Reality in Marketing AR -Outcomes • Applications • Brands- Implemented AR • Marketing Via AR • Future Research scope

Copyright © 2019 PhD Assistance.com. All Rights Reserved

PhD Research Lab @ PhD Assistance Business & Management (B&M) Lab at PhD Assistance is involved in exploring novel research areas for the challenges faced by today’s technology-oriented business or organisation, the market, the economy, finance and sales. The research team explores and identifies troubling questions that exist in scholarly literature, in theory, or in practices that needs deliberate investigation.

Copyright Š 2019 PhD Assistance.com. All Rights Reserved

SHORT NOTES Tremendous potential of augmented reality in the domain of experiential marketing.

Augmented reality is being used in diverse industry sectors to increase sales and achieve organizational objectives.

Copyright Š 2019 PhD Assistance.com. All Rights Reserved

Evolved with technological developments

Enhances the efficiency and effectiveness of marketing.

MARKETING

Being extensively used Copyright Š 2019 PhD Assistance. All rights reserved

Gained much prominence in recent times

MARKETING

AUGMENTED REALITY

Largely utilized in tandem with apps to enhance the real world by merging digital elements.

Needs to be approached with a fundamental knowledge of wider business objectives.

“It honestly depends on the scope of the project, but AR campaigns can be as inexpensive as $5000 and as high as $100,000. That is nothing compared to print, and in many ways it’s worth the risk in my eyes” -Vivian Rosenthal, Founder and CEO of Goldrun Copyright © 2019 PhD Assistance.com. All Rights Reserved

Used with video in the current day is the superimposed 10-yard line during NFL broadcasts.

AR IN MARKETING

Applied online or on digital platforms.

AR based marketing campaigns could be higher, costs pertaining to lifetime operations.

Utilized for marketing in several industry sectors.

Copyright Š 2019 PhD Assistance.com. All Rights Reserved

AR OUTCOMES

Copyright © 2019 PhD Assistance.com. All Rights Reserved

AR - OUTCOMES

Positive customer-brand relationship

Customer satisfaction Product (Perception of product

Brand Image (Perception of brand after experience)

after experience)

Brand loyalty / intent to purchase (Likelihood to purchase after experience)

Copyright Š 2019 PhD Assistance.com. All Rights Reserved

eWOM/WOM propogation (Propensity to share details of the experience with others)

APPLICATION - AR IN MARKETING Copyright © 2019 PhD Assistance.com. All Rights Reserved

AR Brand experience ( Sensory, Behavioral,affective, intellectual)

Interactivity

User expertise Argument Quality/ Strength

Product Preception

Emotions

Satisfaction with AR experience

Brand Image Preception Novelty, Fun, Environment

Brand loyality

Relevance/involvement, self enhancement, Signaling

eWOM/WOM propagation

Cognitive Processing

Brand Familiarity

Relatability

Copyright Š 2019 PhD Assistance.com. All Rights Reserved

Immersion

Learning/ Education

Brands that implemented AR

Copyright © 2019 PhD Assistance.com. All Rights Reserved

BRANDS IMPLEMENTED AR

MARKETING VIA AR Real Estate Marketing (Museum Marketing)

Driving Sales

Automobile (Museums)

Copyright © 2019 PhD Assistance.com. All Rights Reserved

FUTURE SCOPE

Copyright © 2019 PhD Assistance.com. All Rights Reserved

Investigating some new techniques through which AR can be utilized to influence brand perceptions.

Investigated, how AR can enhance health outcomes.

Impact of AR for different types of products such as automobile, apparel, etc From Managerial Perception: Newspaper ads in AR

Consumer engagement perspective.

Research needs to be carried out to understand how AR can be utilized effectively (User friendly).

Difference it makes between older and online consumer. Measure the diffusion of technology

Potential Usability and acceptability and consumer havits engagement of age and gender.

Methodologies that could be adopted: Majority in Quantitative manner with less in qualitative Copyright Š 2019 PhD Assistance. All rights reserved

PhD Lab @ PhD Assistance For more research papers

https://research.phdassistance.com/

Copyright Š 2019 PhD Assistance.com. All Rights Reserved

PHONE NUMBER UK: +44-1143520021 India: +91-4448137070

EMAIL ADDRESS info@phdassistance.com

Copyright © 2019 PhD Assistance.com. All Rights Reserved

Get In Touch With Us