THE IMPACT OF AUGMENTED REALITY (AR) ADVERTISING ON CONSUMER BEHAVIOR: A COMPARATIVE STUDY OF TRADITIONAL AND IMMERSIVE MARKETING APPROACHES

Paisarn Arunchoknumlap; Suchart  Jonpradit

ผู้แต่ง

Paisarn Arunchoknumlap Innovation Marketing Department, Faculty of Business and Administration, Krirk University, Thailand
Suchart Jonpradit Innovation Marketing Department, Faculty of Business and Administration, Krirk University, Thailand

คำสำคัญ:

Augmented reality (AR) advertising;, Consumer behavior;, Traditional advertising

บทคัดย่อ

This academic article investigates the transformative potential and impact of Augmented Reality (AR) advertising compared to traditional marketing methods. Despite AR's rising prominence in the marketing domain, empirical studies directly comparing its effectiveness with conventional techniques remain limited. This study, therefore, fills this gap by providing a comprehensive comparative analysis, examining various aspects of consumer behavior, including purchase intention, brand attitude, and information recall. The academic article further explores the role of personalization in AR advertising and its influence on consumer satisfaction and overall shopping experience. The findings demonstrate AR's significant advantage over traditional marketing, offering immersive, interactive, and personalized experiences that greatly enhance consumer engagement, brand loyalty, and recall. However, potential challenges, specifically information overload leading to cognitive strain on consumers, are also identified. The study concludes by emphasizing the importance of achieving a balance to maximize AR's potential while mitigating its potential downsides. These findings provide invaluable insights for marketers and businesses looking to integrate AR into their advertising strategies.

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