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Extending Reality : Exploring the implementation of augmented reality (AR) in corporate social responsibility (CSR) communication and its influence on customer perception

Hartwig, Timo (2024) Extending Reality : Exploring the implementation of augmented reality (AR) in corporate social responsibility (CSR) communication and its influence on customer perception.

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Abstract:Augmented reality (AR) is emerging as a transformative technology for enhancing communication, particularly regarding corporate social responsibility (CSR). It addresses stakeholder skepticism, especially in light of greenwashing, by engaging customers interactively and improving their understanding of CSR initiatives. This research investigates AR's impact on customer perceptions of companies in the CSR context, hypothesizing that AR would enhance credibility, loyalty, identification, satisfaction, and overall CSR perception. Using a 2 (AR vs. no AR) x 2 (motives vs. no motives) design, participants viewed brochures with or without AR features and either a clear mission statement or a general description. They then completed a questionnaire assessing various perceptions and engagement levels, which was expected to mediate the relationship. Results indicated that AR significantly improved all outcome measures, but the mission statement did not enhance these effects. Customer engagement mediated the relationship for three of the five measures, highlighting AR's potential to foster positive customer reactions toward companies.
Item Type:Essay (Master)
Clients:
Meyer & Meyer Holding SE & Co. KG, Osnabrück, Germany
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/103369
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