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Augmented Reality Marketing in Malaysia—Future Scenarios

Author

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  • Choon Ching Ng

    (Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Parit Raja, Batu Pahat, Johor, Malaysia)

  • Chandrashekar Ramasamy

    (Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Parit Raja, Batu Pahat, Johor, Malaysia)

Abstract

Augmented Reality (AR) marketing is a novel and creative way to market products and services. However, there are concerns about its marketing effectiveness as it is still immature to take over the place of traditional marketing method. Hence, this study was aimed to identify the issues and drivers of employing AR, in marketing, and to study the future trend of AR marketing in Malaysia. Foresight methodology tool, the Social, Technological, Environmental, Economic, Political, and Values (STEEPV) method was used in identifying the issues and drivers of employing AR in marketing. Furthermore, an impact–uncertainty analysis was used to identify the top two drivers of the subject. The top two drivers identified were the “need for interrelation between the virtual and the real word” and “technological knowledge generation” with the highest statistical mean vote for impact and uncertainty, respectively. The development of scenario analysis was constructed in correspondence with the top two drivers which gave insights into the four alternative possibilities in the time horizon of 5 to 10 years. The drivers must coexist in order to generate potential scenarios for the development and sustainability of AR marketing in Malaysia.

Suggested Citation

  • Choon Ching Ng & Chandrashekar Ramasamy, 2018. "Augmented Reality Marketing in Malaysia—Future Scenarios," Social Sciences, MDPI, vol. 7(11), pages 1-15, November.
    • Handle: RePEc:gam:jscscx:v:7:y:2018:i:11:p:224-:d:181210
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    References listed on IDEAS

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    2. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    3. Rese, Alexandra & Baier, Daniel & Geyer-Schulz, Andreas & Schreiber, Stefanie, 2017. "How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 306-319.
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    1. Rauschnabel, Philipp A. & Felix, Reto & Hinsch, Chris, 2019. "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 43-53.

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