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In-store advertising using augmented reality : the effectiveness of brand engagement through visual attention

Wychgel, J. (2020) In-store advertising using augmented reality : the effectiveness of brand engagement through visual attention.

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Abstract:Especially in offline retailing, an advertising tool must have a so-called ‘stopping power’: the ability to make people stop and take notice. This study investigated three types of communication methods that vary in technology richness (i.e., static display using pictorial communication, LCD- screen using video communication, Hypebox using augmented reality), in how they influence customers’ brand experience when shopping for specialty beer in a supermarket. The purpose of this research is to investigate to what extent the medium richness of an advertising tool is effective on creating brand engagement (i.e., visual attention) to enhance brand awareness and purchase intention of supermarket customers. This study adopted an experimental between-subjects design and combined two quantitative methods, an eye-tracking experiment and two questionnaires, conducted among supermarket customers (N = 45). Analysis of the results indicated that there is no statistical difference between the static display, LCD-screen and Hypebox. Therefore, we cannot confirm or deny whether a high-rich medium is more effective than medium-rich medium, or whether a medium-rich medium is more effective than low-rich medium, to enhance brand awareness or purchase intention. Nonetheless, results showed that not many customers noticed the communication methods. Consequently, this raises the question whether placing a rich communication method on a supermarket shelf, on its own, is enough to attract attention and convey a message. As such, it can be suggested that MRT should be reconsidered to include a dimension of engagement to facilitate the communication method, rather than relying on communication method its ability. Moreover, findings indicate that catching the first gaze of the consumer might be unnecessary, suggesting that retaining customers’ attention is possibly more important than making customers stop and take notice.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/81053
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