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The effects of augmented reality mobile app advertising: Viral marketing via shared social experience

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  • Sung, Eunyoung (Christine)

Abstract

Augmented reality (AR) tools can increase the effectiveness of traditional marketing approaches. This study tests the effectiveness of AR advertising in the specific context of holiday mobile app marketing. Applying the experience economy framework to the AR marketing response process, this study investigates consumer responses to AR mobile app advertising by measuring shared social experience (which is associated with user-generated viral marketing behavior) and purchase intentions. Results show that immersive new brand experiences enabled by AR positively influence consumer responses. These findings suggest that practitioners should consider combining AR marketing tools with existing marketing approaches to facilitate shared social experience (i.e., unpaid brand endorsement) and increase purchase intentions. Doing so could help marketing campaigns stand out, particularly during competitive holiday marketing periods.

Suggested Citation

  • Sung, Eunyoung (Christine), 2021. "The effects of augmented reality mobile app advertising: Viral marketing via shared social experience," Journal of Business Research, Elsevier, vol. 122(C), pages 75-87.
    • Handle: RePEc:eee:jbrese:v:122:y:2021:i:c:p:75-87
    DOI: 10.1016/j.jbusres.2020.08.034
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    Cited by:

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    5. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Norah Saud H. AL Hilal, 2023. "The Impact of the Use of Augmented Reality on Online Purchasing Behavior Sustainability: The Saudi Consumer as a Model," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    7. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    8. Paul M. Anglin & Yanmin Gao, 2023. "Value of Communication and Social Media: An Equilibrium Theory of Messaging," The Journal of Real Estate Finance and Economics, Springer, vol. 66(4), pages 861-903, May.
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    12. Ha-Lim Rhee & Kyu-Hye Lee, 2021. "Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality," Sustainability, MDPI, vol. 13(11), pages 1-14, June.
    13. Shuxian Li & Shan Jiang, 2023. "The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    14. Yavuz, Merve & Çorbacıoğlu, Eda & Başoğlu, Ahmet Nuri & Daim, Tugrul Unsal & Shaygan, Amir, 2021. "Augmented reality technology adoption: Case of a mobile application in Turkey," Technology in Society, Elsevier, vol. 66(C).
    15. Shamim, Amjad & Abid, Muhammad Farrukh & Ahmad, Farooq, 2024. "S–O–R based experiential framework for measuring in-store customer satisfaction in non-fuel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
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    17. Minglu Wang & Shanshan Liu & Lingling Hu & Jong-Yoon Lee, 2023. "A Study of Metaverse Exhibition Sustainability on the Perspective of the Experience Economy," Sustainability, MDPI, vol. 15(12), pages 1-14, June.

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