Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior

Bibliographic Details
Main Author: Faria, Gabrielle Filipa Banrezes
Publication Date: 2024
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/174174
Summary: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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network_acronym_str RCAP
network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase BehaviorAugmented realityAdvertisingAttitude toward the AdAttitude toward the brandBrand familiarityAdvertising valueSDG 8 - Decent work and economic growthDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsIn advertising, augmented Reality (AR) has transformed consumer engagement by offering immersive and interactive experiences. This research aimed to investigate consumer perceptions of AR ads in terms of entertainment, informativeness, and novelty and their subsequent impact on attitudes towards the ad (ATA) and the brand (ATB), as well as purchase intention (PI). To achieve this, a conclusive research design and survey method were employed, where participants were exposed to AR ads from a familiar or unfamiliar brand. Data was collected from 302 valid cases using convenience sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that entertainment and novelty significantly improved ATA and the ATB, while informativeness affected ATB but not ATA. Brand familiarity was found to mediate the relationship between ATB and PI. A multigroup analysis highlighted differences based on AR familiarity levels, showing that novelty impacted ATB more for less familiar users, while ATA impacted ATB more for familiar users. This research contributed to the theoretical understanding of AR advertising by identifying critical determinants of consumer attitudes and behaviors. It provided actionable insights for marketers to design effective AR ads that optimized entertainment and novelty to drive brand engagement and purchase intention.Rita, Paulo Miguel Rasquinho FerreiraOliveira, Pedro Miguel Garcia deRUNFaria, Gabrielle Filipa Banrezes2024-10-252027-10-25T00:00:00Z2024-10-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/174174TID:203778855enginfo:eu-repo/semantics/embargoedAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-01-13T01:40:28Zoai:run.unl.pt:10362/174174Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:12:34.759827Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
title Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
spellingShingle Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
Faria, Gabrielle Filipa Banrezes
Augmented reality
Advertising
Attitude toward the Ad
Attitude toward the brand
Brand familiarity
Advertising value
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
title_full Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
title_fullStr Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
title_full_unstemmed Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
title_sort Augmented Reality Advertising: Impact on Consumer Attitudes and Purchase Behavior
author Faria, Gabrielle Filipa Banrezes
author_facet Faria, Gabrielle Filipa Banrezes
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Oliveira, Pedro Miguel Garcia de
RUN
dc.contributor.author.fl_str_mv Faria, Gabrielle Filipa Banrezes
dc.subject.por.fl_str_mv Augmented reality
Advertising
Attitude toward the Ad
Attitude toward the brand
Brand familiarity
Advertising value
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Augmented reality
Advertising
Attitude toward the Ad
Attitude toward the brand
Brand familiarity
Advertising value
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-10-25
2024-10-25T00:00:00Z
2027-10-25T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/174174
TID:203778855
url http://hdl.handle.net/10362/174174
identifier_str_mv TID:203778855
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833597942819192832

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