İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi

Yazarlar: Oğuz AKINCI, Hatun BOZTEPE TAŞKIRAN

Konular:Sosyal

Anahtar Kelimeler:Augmented reality,Brand preference,Experience,Experiencel marketing

Özet: In this study, the use of augmented reality technology, which has been used more intensely in recent years, in the fields of marketing and brand is discussed. Augmented reality is a technological output that emerged in the 1950s and has continued its development until today. It is possible to transfer the data created in computer environment to the real world. It have used as an experience-oriented marketing tool by brands and businesses that want consumers to have pleasant and memorable experiences in today's marketing approach, which focuses on experiences because of the capacity it offers augmented reality. Augmented reality serves to differentiate brands from competitors today, where similar alternatives are offered to consumer choice. In this study, it is aimed to reveal how the augmented reality has an effect on brand preference. For this purpose, a survey was conducted with the participation of 454 people, using the survey technique, which is one of the quantitative research methods. Findings from the research indicated that augmented reality technology that has positive affect on brand preference has an important capacity to be used in brand communication as an experience-oriented marketing tool. In the research where it has been determined that brands are not yet adequately utilizing the capacity of this technology, it has been revealed that brands using this technology can take advantage of directing consumers' brand preferences and gaining innovative brand image, enabling consumers to gain experience with brands before purchasing.

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