Investigating the lasting impact of Augmented Reality - is it all just a fad?

  • McLean, Graeme (Principal Investigator)
  • Barhorst, Jennifer (Principal Investigator)

Project: Research

Project Details

Description

Augmented Reality (AR) has been outlined as having the potential to stimulate interest in marketing communications messages. AR integrates the consumer as a part of the marketing message and allows them to interact and manipulate content, blending virtual objects with real-world physical objects. However, despite the vast claims on the benefits of AR in marketing communications little is known on the lasting impression the technology provides. Accordingly, this project aims to understand the influence of Augmented Reality on consumer memory recall of a brand's marketing message.

Funded by Charleston Business Fund, South Carolina value of $1000
StatusActive
Effective start/end date1/08/191/08/21