دانلود مقاله بازاریابی واقعیت افزوده و روابط برند-مصرف کننده
1 چکیده
2 مقدمه
3 تئوری و تحقیقات قبلی
توسعه فرضیه: واقعیت افزوده، نزدیکی، و عشق به برند
4 بررسی اجمالی
5 مطالعه 1
6 مطالعه 2
7 بحث کلی
8 نتیجه گیری
قدردانی
مراجع
1 Abstract
2 INTRODUCTION
3 THEORY AND PRIOR RESEARCH
HYPOTHESIS DEVELOPMENT: AUGMENTED REALITY, CLOSENESS, AND BRAND LOVE
4 STUDY OVERVIEW
5 STUDY 1
6 STUDY 2
7 GENERAL DISCUSSION
8 CONCLUSION
ACKNOWLEDGMENTS
REFERENCES
چکیده
بازاریابان از واقعیت افزوده (AR) برای قرار دادن اطلاعات مرتبط با برند مجازی در زمینه فیزیکی مصرف کننده استفاده می کنند. با توجه به ادبیات واقعیت افزوده، عشق به برند، نظریه استعاره و نزدیکی که توسط نظریه عصبی زبان تفسیر شده است، نویسندگان این نظریه را مطرح می‌کنند که محتوای AR برند می‌تواند فاصله فیزیکی و فضایی درک شده بین مصرف‌کننده و برند را کاهش دهد. این نزدیکی درک شده متعاقباً نزدیکی رابطه عاطفی را در قالب عشق به برند پیش می‌برد. دو مطالعه تجربی این چارچوب را تایید می کند. مطالعه 1 نشان می دهد که استفاده از یک برنامه AR (در مقابل غیر AR) نزدیکی فیزیکی درک شده برند را افزایش می دهد، که به نوبه خود باعث عشق به برند می شود (یعنی نزدیکی رابطه). مطالعه 2 این یافته را در یک طرح قبل/پس از استفاده تکرار می کند. در اینجا، سطوح بالای حضور محلی (یعنی میزانی که مصرف‌کنندگان یک برند را به‌عنوان حضور واقعی در محیط فیزیکی‌شان درک می‌کنند) باعث نزدیکی فیزیکی درک شده می‌شود که منجر به عشق به برند می‌شود. همچنین متوجه شدیم که قدرت AR برای ایجاد عشق به برند زمانی افزایش می‌یابد که مصرف‌کننده از قبل با نام تجاری آشنا باشد. ما در مورد پیامدهای مدیریتی برای بازاریابی AR امروز و در آینده‌ای متغییر بحث می‌کنیم که در آن محتوای AR ممکن است در ادراک روزمره مصرف‌کنندگان از دنیای واقعی رایج باشد.
Abstract
Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non-AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre-/post-use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.
Introduction
When consumers use augmented reality (AR), they have a hybrid experience consisting of the real physical environment around them and virtual objects that appear to have been placed within that world (Flaviàn et al., 2019; Peddie, 2017). The main distinctive factor between AR and other digital presentation formats is contextual embedding (von der Au et al., 2023), which means that the virtual content is integrated into the user's physical environment (Rauschnabel, Felix, et al., 2022). For instance, Pokémon Go users perceive virtual creatures sitting on their streets, IKEA Place users explore virtual couches in their living rooms, and car enthusiasts can experience virtual cars as if the vehicles were in their driveways using the Mercedes Benz cAR app.
The growing importance of AR marketing has been reflected in an increase in academic publications. However, as recent bibliographic analyses by Du et al. (2022), Jayaswal and Parida (2023), and Kumar (2022) reveal, only a few studies have tackled issues in brand management. Such studies typically focus on how AR can drive cognitive brand attitudes (e.g., Gatter et al., 2022; Zanger et al., 2022) or brand engagement and advocacy (Kumar et al., 2023b). What has not been sufficiently considered in relation to AR marketing is the potential to enhance brand love or other aspects of consumer–brand relationships (Scholz & Duffy, 2018). The present research is among the first to establish a link between AR marketing and brand love.
Conclusion
As we envision a future where AR plays a dominant role in consumers' lives, the question of what is real and what is not becomes relevant. Our research shows that the question of what is near and what is far may also arise because AR can trigger closeness perceptions between a user and a virtual object. Marketers can benefit from this perceived physical closeness—especially in brand management—as this research shows. We hope that this research will inspire scholars to understand how AR can be used to solve personal, business, or societal problems. Using AR to create closeness between a user and a specific subject (e.g., a brand, a product, a topic, a societal problem, etc.) could be an effective strategy across disciplines.