مقایسه، بررسی و سنجش میزان اثربخشی تبلیغات واقعیت افزوده مبتنی بر موبایل و محصول

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران.

2 استادیار، گروه مدیریت، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران.

3 دانشیار، گروه مدیریت بازرگانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران.

4 استادیار، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران.

10.22059/jibm.2023.360498.4600

چکیده

هدف: فرایند دیجیتالی شدن تمام ابعاد زندگی روزمره افراد را تحت تأثیر خود قرار داده است. این عامل مهم با تغییر در ترجیحات ذهنی مصرف‌کنندگان، سبب شده است تا آن‌ها کمتر از قبل به آگهی‌های تبلیغاتی و تجاری توجه کنند. در این وضعیت، عمدۀ تلاش‌های تجاری شکل گرفته به‌وسیلۀ کسب‌وکار، به‌صورت خودآگاه یا ناخودآگاه توسط مخاطبان نادیده گرفته می‌شوند. نتیجه این عامل، کاهش اثربخشی تبلیغات مرسومی است که با هزینه‌های بسیار سنگین صورت می‌پذیرند. توسعه فناوری‌های مختلف، به‌واسطۀ فرایندهای دیجیتالی شدن، سبب شکل‌گیری تکنولوژی‌های امیدبخش متفاوتی شده است. یکی از این فناوری‌های بسیار جذاب، واقعیت افزوده نام دارد که می‌تواند به‌عنوان رویکرد بازاریابی یا تبلیغاتی مورد استفاده کسب‌وکارهای مختلف و بازاریابان قرار گیرد. واقعیت افزوده با اضافه‌کردن لایه‌های دیجیتال ساخته شده توسط کامپیوتر به محیط فیزیکی اطراف کاربر، درک آن‌ها را از محیط اطراف بهبود می‌بخشد و توسعه می‌دهد. بر همین اساس، پژوهش حاضر به‌دنبال پاسخ به این سؤال است که آیا تلاش‌های تبلیغاتی مبتنی بر فناوری واقعیت افزوده، در مقایسه با تبلیغات مرسوم و سنتی اثربخشی مناسبی دارند یا خیر. همچنین آیا استفاده از فناوری واقعیت افزوده به‌منظور ارائه تلاش‌های تجاری و تبلیغاتی، نگرش‌های مخاطبان این نوع تبلیغات را به تلاش تبلیغاتی توسعه می‌دهد و می‌تواند میزان قصد خرید را در آن‌ها پس از مشاهده تبلیغات واقعیت افزوده افزایش دهد؟
روش: به این منظور، در پژوهش حاضر پس از طراحی و ساخت یک پلتفرم تبلیغاتی واقعیت افزوده اختصاصی و بدیل برای یک محصول مصرفی، از رویکرد آزمایشی شبیه‌سازی، به‌واسطۀ بهره‌گیری از دو گروه آزمایش و کنترل استفاده شد و سنجش داده‌های مورد نیاز در سه سطح پیش‌آزمون و پس‌آزمون و آزمون یادآوری صورت گرفت. مشارکت‌کنندگان حاضر در پژوهش ۲۲ نفر بودند و با استفاده از ابزار پرسش‌نامه مورد سنجش قرار گرفتند.
 
یافته‌ها: نتایج این پژوهش نشان داد که تبلیغات مبتنی بر فناوری واقعیت افزوده، علاوه‌بر توسعه و بهبود نگرش مشتریان در خصوص تلاش تبلیغاتی اجرا شده، سبب تأثیر مثبت و بسیار زیادی بر قصد خرید در آنان نیز خواهد شد. بر همین اساس، می‌توان بیان کرد که اثربخشی تبلیغات مبتنی بر فناوری واقعیت افزوده، بسیار بیشتر از رویکردهای مرسوم تبلیغاتی هستند.
نتیجه‌گیری: به‌دلیل نوین بودن این رویکرد تبلیغاتی، به بازاریابان پیشنهاد می‌شود تا از امروز با سرمایه‌گذاری در این روش تبلیغاتی، علاوه‌بر کسب مزیت رقابتی، ارائۀ ارزش بیشتر به مصرف‌کنندگان و ایجاد تمایز برای شرکت و محصولات خود، اثربخشی تلاش‌های تبلیغاتی خود را نیز افزایش دهند. این عامل در نهایت، میزان فروش محصولات را افزایش خواهد داد و سودآوری کسب‌وکار را بهبود خواهد بخشید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Comparison, Evaluation, and Assessment of the Effectiveness of Mobile-Based vs. Product-Based Augmented Reality Advertising

نویسندگان [English]

  • Mahziyar Akbari 1
  • Tohfeh Ghobadi Lamuki 2
  • Peyman Ghafari Ashtiani 3
  • Hossein Hajibabaei 4
1 PhD Candidate, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
2 Assistant Prof., Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
3 Associate Prof., Department of Business Management, Arak Branch, Islamic Azad University, Arak, Iran.
4 Assistant Prof., Department of Business Management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran.
چکیده [English]

Objective
Digitalization has profoundly impacted all aspects of individuals’ daily lives. This significant shift has altered consumer preferences, leading to decreased attention to advertisements and commercial messages. Consequently, most commercial efforts by businesses are consciously or unconsciously overlooked by audiences, resulting in reduced effectiveness of traditional advertisements, which are often conducted at substantial cost. The advancement of various technologies through digitalization has given rise to several promising innovations. Among these, Augmented Reality (AR) stands out as a desirable technology that businesses and marketers can leverage as a marketing or advertising strategy. AR enhances and expands users’ perceptions of their physical surroundings by integrating computer-generated digital layers into the physical environment. With AR, users can interact with digital elements in real-time, making the advertisements more engaging and memorable. This study aims to investigate whether AR-based advertising efforts are more effective compared to traditional advertisements. Additionally, it examines whether the use of AR technology in presenting commercial and advertising efforts enhances audience attitudes towards these advertisements and increases their purchase intention after viewing AR advertisements. The objective extends to analyzing whether the immersive and interactive nature of AR ads can bridge the gap between virtual and physical experiences, thus making advertisements not only more appealing but also more impactful on consumer behavior.
 
Methodology
In this research, a AR advertising platform was designed and developed for a consumer product. An experimental approach was employed, utilizing two groups (experimental and control). Data were collected at three stages: pre-test, post-test, and recall test. The study involved 22 participants, and data were gathered using a questionnaire. The AR advertising platform allowed participants to interact with the product in a simulated environment, providing a richer and more comprehensive understanding of the product features.
 
Findings
The results indicated that AR-based advertisements not only improve and enhance customers’ attitudes toward the advertising efforts but also significantly boost their purchase intentions. The findings also highlighted that participants exposed to AR advertisements exhibited a higher level of engagement compared to those who viewed traditional ads. Moreover, AR ads were found to further drive the effectiveness of the advertising campaigns. Therefore, it can be concluded that the effectiveness of AR-based advertisements surpasses that of traditional advertising approaches.
 
Conclusion
Given the novelty of this advertising approach, it is recommended that marketers invest in AR technology. This investment will not only provide a competitive advantage and offer greater value to consumers but also create differentiation for the company and its products, thereby enhancing the effectiveness of advertising efforts. In the long run, AR technology is likely to revolutionize the advertising industry, making it essential for businesses to adapt and integrate this innovative approach into their marketing strategies. Ultimately, this will lead to increased product sales and improved business profitability.

کلیدواژه‌ها [English]

  • Advertising
  • Augmented reality
  • Augmented reality advertising
  • Mobile augmented reality
  • Smart label

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مدیریت بازرگانی
دوره 16، شماره 3
1403
صفحه 796-831

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