Abstract
This study explores the factors influencing agency practitioners’ and clients’ decisions to use augmented reality (AR) technology in advertising campaigns. The findings reveal that their decisions depend on factors under four contexts: technological, organisational, environmental, and ethical. A model of AR development and adoption at the organisational level, MARDA is proposed.
| Original language | English |
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| Title of host publication | Conference procedings - GMC 2023 |
| Publication status | Published - 20 Jul 2023 |
| Event | 2023 Global Marketing Conference at Seoul - Seoul, Seoul, Korea, Republic of Duration: 20 Jul 2023 → … |
Conference
| Conference | 2023 Global Marketing Conference at Seoul |
|---|---|
| Country/Territory | Korea, Republic of |
| City | Seoul |
| Period | 20/07/23 → … |
Keywords
- augmented reality, advertising, industry perspective, technology adoption