Empirical study of the effects of mobile augmented reality marketing as a communicative marketing vehicle with particular focus on consumer behaviour, brand value and customer retention

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Krieger, Cornelia
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MBA in Marketing
Dublin Business School
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The present research aimed to examine possible impacts of mobile Augmented Reality (AR) marketing on marketing outcomes like a change in consumer behaviour, brand value and costumer retention. For this purpose the relation between AR-related variables like the feeling of excitement or enjoyment and variables like a change in perception, commitment and satisfaction have been tested. Furthermore, the present study examined further outcomes like word-of-mouth and lower price sensitivity. Considering already existing literature, ARmarketing has been classified as part of experience marketing, which addresses to customers’ demand for excitement and entertainment and leads to possible outcomes like a change in consumer behaviour, brand value and customer retention. Accordingly, the present research tested the hypothesises of a positive relation of AR-marketing to the mentioned outcomes Since AR marketing displays a relatively new, less researched marketing vehicle and moreover predominantly qualitative research has been conducted until now, a quantitative, deductive research approach has been chosen. The following results based on overall 76 completed questionnaires, which have been conducted in a cross-sectional approach during 10 days. Eventually, a positive impact of AR-marketing on a change in consumer behaviour, brand value and customer retention has been verified. Nevertheless, an expressive impact on lower price sensitivity could not be detected. Beside, AR-marketing had a stronger influence on the first purchase than on possible repurchase decisions. Accordingly, AR-marketing apparently was more effective in the pre-purchase stage during the buying process. Furthermore, it has been tested that AR-marketing had a relatively strong influence on commitment and satisfaction. Since respondents loved the interactive, new form of AR-marketing, it also especially could change the perception of the advertised product. Therefore, AR has been recommended as future marketing tool for especially low-involvement products in order to encourage customers to purchase and break away from competitors. Author keywords: Augmented reality, experience marketing, consumer behaviour, brand value, customer retention, smartphone-app