The Development Of Marketing And Augmented Reality

In the 1900s, the economic, social, cultural and technological developments that have taken place since the first introduction of the marketing term have affected social structure and in turn, marketing. With today's changing conditions, competition has increased and organizations have become more difficult to survive. Technological developments have created new areas on the market. In this competitive environment, businesses have started to compete with each other to be early adapters and to dominate the market in these new areas. Augmented reality is one of those developments and together with the marketing practices; it has begun to attract the attention of businesses and consumers day by day. In this article, it is aimed to examine the usage of this technology, which combines the virtual world with the real world, to identify its limitations and to shed light on businesses, consumers, academicians and future researches and to make suggestions

Augmented Reality Trends to the Field of Business and Economics: A Review of 20 years of Research

Augmented Reality (AR) is emerging as a technology that is reshaping the current society, especially the fields of Business and Economics (B&E). Therefore, the scientific studies produced on AR call for an interdisciplinary systematic review of the knowledge generated to structure an organized framework. Three main questions are addressed: How has the production of AR scientific knowledge evolved? What user-related aspects does AR affect? Also, which set of subtopics is associated with each motivation to develop an AR solution? The content of 328 papers produced between 1997 and 2016 in the field of AR is analyzed, unveiling 58 coding categories. There are 13 digital media characteristics that assume instrumental roles in addressing four major motivations to develop AR solutions. Technological topics dominate the research focus over behavioral ones. The investigations on AR in mobile displays show the highest increase. This research identifies the main scientific topics that have led researchers' agenda. Consequently, they contributed to develop and to adopt AR solutions and to forecast its future application in the organizations' strategiesinfo:eu-repo/semantics/publishedVersio

Development and Evaluation of i-Brochure: A Mobile Augmented Reality Application

Brochure is a typical promotional tool that has been used by most higher learning institutions to disseminate information to their prospective international students. However, some drawbacks of brochure include; information consisting of only text and images, non-interactive and if updated, the brochure will be obsolete. With the advent of mobile technology, Mobile Augmented Reality has been introduced to facilitate human in their daily lives. This paper discusses the development and evaluation of a Mobile Augmented Reality interactive brochure application. The aim of this application is to provide interactive information beyond that of a typical brochure in promoting higher learning institutions amongst the international students. By using the Mobile Augmented Reality application, the students will be able to access information in the form of virtual contents which cannot be acquired from a typical paper brochure. The results of user evaluation towards the use of the application indicated that they agreed with all the measurements which include Usefulness, Ease of use, Functionality and effectiveness, Outcome/future use and Satisfaction

Development and evaluation of i-brochure: a mobile augmented reality application

Brochure is a typical promotional tool that has been used by most higher learning institutions to disseminate information to their prospective international students.However, some drawbacks of brochure include; information consisting of only text and images, non-interactive and if updated, the brochure will be obsolete. With the advent of mobile technology, Mobile Augmented Reality has been introduced to facilitate human in their daily lives. This paper discusses the development and evaluation of a Mobile Augmented Reality interactive brochure application. The aim of this application is to provide interactive information beyond that of a typical brochure in promoting higher learning institutions amongst the international students.By using the Mobile Augmented Reality application, the students will be able to access information in the form of virtual contents which cannot be acquired from a typical paper brochure.The results of user evaluation towards the use of the application indicated that they agreed with all the measurements which include Usefulness, Ease of use, Functionality and effectiveness, Outcome/future use and Satisfaction

Desarrollo de un prototipo de maqueta arquitectónica interactiva utilizando realidad aumentada

La realidad aumentada(RA) es una herramienta actualmente utilizada debido a que brinda al usuario mayor interacción e inmersión con diversos contenidos en áreas como medicina, geografía, arquitectura, física, literatura, entretenimiento entre otros, aprovechando escenarios reales realzados con imágenes generadas por computador. La masificación de este recurso ha generado un gran aumento en el desarrollo de aplicativos que permiten a diversas compañías ofertar sus productos antes de ser desarrollados y observar la aceptación del público, del mismo modo permite a este último ver y tomar decisiones con base a la interactividad e inmersión experimentadas a la hora de la utilización de estas aplicaciones. Este proyecto propone el prototipo de una aplicación para dispositivos móviles Android desde la versión 4.1, que sirva como una herramienta de apoyo para la presentación de proyectos arquitectónicos a través del uso de la RA no limitándolos a la visualización si no también incluyendo la inmersión e interacción por parte del usuario en un espacio 3D, brindando una libre exploración con el entorno a través de parámetros personalizables en el modelo con el fin de enriquecer la experiencia del mismo permitiéndole tomar decisiones con base a esta. A partir de las pruebas realizadas en comparación con los medios tradicionales, se encontró que los usuarios estarían interesados en utilizar una herramienta complementaria como la que se presenta en este trabajo para la toma de decisiones al evaluar un apartamento modelo.Augmented reality is a tool currently used because it allows the user to experience augmented interactions with multimedia content in areas such as medicine, geography, architecture, physics, literature, entertainment and more. The popularization of this resource has resulted in a large increase in the development of applications that allow offering products digital assessment based on real scenarios augmented through computer generated graphics. This project proposes the development of a prototype application for navigating and exploring and architectonic environment based on virtual mockup for previewing an apartment prior buying it. The goal of the tool is to allow decision-making regarding furniture, textures and placement of some objects. From the performed testes, the users manifested interest in using a complimentary application such as the one presented in this project, for assessing an architectural model.Pregrad

Desarrollo de un prototipo de maqueta arquitectónica interactiva utilizando realidad aumentada

La realidad aumentada(RA) es una herramienta actualmente utilizada debido a que brinda al usuario mayor interacción e inmersión con diversos contenidos en áreas como medicina, geografía, arquitectura, física, literatura, entretenimiento entre otros, aprovechando escenarios reales realzados con imágenes generadas por computador. La masificación de este recurso ha generado un gran aumento en el desarrollo de aplicativos que permiten a diversas compañías ofertar sus productos antes de ser desarrollados y observar la aceptación del público, del mismo modo permite a este último ver y tomar decisiones con base a la interactividad e inmersión experimentadas a la hora de la utilización de estas aplicaciones. Este proyecto propone el prototipo de una aplicación para dispositivos móviles Android desde la versión 4.1, que sirva como una herramienta de apoyo para la presentación de proyectos arquitectónicos a través del uso de la RA no limitándolos a la visualización si no también incluyendo la inmersión e interacción por parte del usuario en un espacio 3D, brindando una libre exploración con el entorno a través de parámetros personalizables en el modelo con el fin de enriquecer la experiencia del mismo permitiéndole tomar decisiones con base a esta. A partir de las pruebas realizadas en comparación con los medios tradicionales, se encontró que los usuarios estarían interesados en utilizar una herramienta complementaria como la que se presenta en este trabajo para la toma de decisiones al evaluar un apartamento modelo.Augmented reality is a tool currently used because it allows the user to experience augmented interactions with multimedia content in areas such as medicine, geography, architecture, physics, literature, entertainment and more. The popularization of this resource has resulted in a large increase in the development of applications that allow offering products digital assessment based on real scenarios augmented through computer generated graphics. This project proposes the development of a prototype application for navigating and exploring and architectonic environment based on virtual mockup for previewing an apartment prior buying it. The goal of the tool is to allow decision-making regarding furniture, textures and placement of some objects. From the performed testes, the users manifested interest in using a complimentary application such as the one presented in this project, for assessing an architectural model.Pregrad

A User study on virtual tutor mobile augmented reality from undergraduate medical student perspectives

Mobile Augmented Reality (MAR) is another fascinating educational innovation with broad potential. It allows for new educational tactics, particularly in medicine. The concept of MAR can help learning activities in several ways, including allowing faster access to information in the mobile platform, increasing student motivation, making the learning process easier and more efficient, and aiding students in better understanding important concepts. However, three things needed to be considered: interface design, the usefulness of Augmented Reality (AR), technical problems with the use of AR applications, and teacher training on the use of AR applications. Without a well-designed interface and guidance for the students, AR technology can be too complicated to use, especially for those who are not familiar with the technology. An interface should be easy to remember and learnt by the user on how to best utilize it. In this study, we present a virtual tutor in the tutorial section, named Otus, which aids the students on how to use a MAR application called BARA (Brain Anatomy Revision Application). Our goal is to create a fluid interface flow in this MAR application for education that includes a virtual tutor. By including a virtual tutor, users can quickly increase their comprehension of how to use the application on their own. We ran an experiment to evaluate the usefulness of the Otus, comparing two groups: one was the experimental group, which consisted of 12 students using BARA with Otus in the tutorial, and the other was control group, which consisted of 12 students using BARA without Otus. We concluded from our questionnaire and observations that the experimental group was able to experience AR step by step and required more time to navigate the MAR app

Using augmented reality to enhance the shopping mall experience

The objective of the present study is to understand if consumers would use an Augmented Reality application on their smartphones while visiting a shopping mall. This application would have several features that would boost the shopping mall experience. In order to access the acceptance of this technological hypothesis an online survey was conducted to extract empirical data from a reliable sample. This empirical data is analysed and characterized with some descriptive statistics, as well as cross-tabulations between some variables. This analysis allows a better characterization of this sample, and the formation of preliminary conclusions fundamental to the final conclusion. The results shows that most of the individuals in this sample are willing to use the features of the proposed technological hypotheses and, thus, would use the Augmented Reality application on their smartphones when visiting a shopping mall.O objectivo do presente estudo é perceber se os consumidores usariam uma aplicação com Realidade Aumentada nos seus smartphones durante uma visita a um centro comercial. Esta aplicação teria várias funcionalidades que melhorariam a experiência que é uma visita a um centro comercial. De modo a avaliar a aceitação desta proposta tecnológica foi feito um questionário online a uma amostra fidedigna de onde se retiraram dados empíricos. Estes dados foram analisados e caracterizados com recurso a algumas estatísticas descritivas e também ao cruzamento de algumas variáveis. Esta análise permitiu uma melhor caracterização da amostra, e a formação de conclusões preliminares fundamentais para a conclusão final. Os resultados mostraram que a maioria dos indivíduos desta amostra estão dispostos a usar as funcionalidades desta proposta tecnológica e, deste modo, usariam a aplicação com Realidade Aumentada nos seus smartphones durante uma visita a um centro comercial

Augmented Reality 3D Interactive Advertisements on Smartphones.

Whilst Augmented Reality (AR) has been a prevalent research topic it has proved difficulty to implement and apply in commercial situations as it generally requires complex and expensive hardware. With the proliferation of mobile phones amongst the world population with ever increasing sets of advanced features such as cameras and high resolution screens AR has the opportunity to emerge from laboratories and enter the high street. In this paper we discuss a unique system that will allow complex and highly interactive visual 3- D adverts to be viewed on mobile phones equipped with cameras. The 3-D adverts are contained within a novel visual code design which allows the system to be deployed without the requirement for additional network infrastructure making it both practical and affordable for advertisers

An investigation of mobile augmented reality-based learning features in cognitive and affective environments

This research focuses on the effectiveness of using mobile Augmented Reality (mAR) for learning. Prior research has focused primarily on developing virtual contents for Augmented Reality (AR) and has largely ignored AR in the mobile context. Herein, this research primarily aims to examine the effectiveness of learning through two modes: mobile Augmented Reality (mAR) and the Current Learning Mode (CLM). This research is extended to the development stage of a theoretical model, to evaluate the ability of mAR in improving the learning outcomes that guide a further consideration of growth in learning. The first phase of this thesis is to examine the impact of how mAR influences the learning outcomes in cognitive ability and affective learning outcomes. The cognitive outcome was measured by the experimental method of using pre/ post-test performance achievement, while the affective learning outcome was measured by perceived usefulness, self-efficacy and satisfaction. This research contributes to cognitive ability and affective learning by investigating the differences in the learning outcomes and performance achievements of mAR within a self-centred learning environment, a classroom. The findings show that students’ performance achievement, learning outcomes, perceived learning effectiveness and self-efficacy were greater in the mAR group, as compared to the CLM group. Second, a theoretical model was developed and analysed using Structural Equation Modelling (SEM). SEM examines significant relationships between the determinants that integrate and facilitate effective mAR-based learning environments. SEM produces a feasible alternative in measuring the causal relationship amongst the constructs. This model evaluates to implement mAR as a learning aid in student-centred learning and to evaluate the motivation among students through the features of mAR, due to the absence of an in-depth understanding of the motivation of mAR-based learning from the current literature. This model also provides an insight into the causal factors amongst the dimensions of mAR. Finally, in the model, the moderating effects of students’ characteristics, which include their experience and age, are investigated to determine the factors influencing mAR. The findings of this research will help to verify the learning effectiveness of mAR, to improve the learning experiences, learning outcomes and performance achievements of students. Based on the results, it is confirmed that mAR can be leveraged upon and used as an optimum learning tool, exemplifying the use of technology within an educational context. In the aspects of information retention and learning outcome enhancement, mAR is significant in education as it facilitates students’ understanding by supporting abstract ideas throughout the course, enabling the students to learn in a limited period. Based on the results, it can be concluded that mAR is a technology that aids students with a better understanding of the subject matter and hence, resulting in greater motivation. With regards to the model fitness via the analysis of goodness-of-fit, all the results are confirmed as appropriate and good fit. Also, the model also shows a positive causal path from the mAR features’ determinant. The thesis can also assist educational administrators and educational policy makers in gauging the importance of mAR as a learning tool. This helps mainly to overcome the issue of educators being criticised for the lack of real-life experience that is being exposed to students at the university level. Furthermore, academia can use the model’s findings as appropriate groundwork to initiate other related studies, and this will help to fill the gap in the mAR learning area