Abstract
The current study adapts holiday mobile marketing to consumer AR experiences by adding an additional dynamic: shared social experience. It therefore contributes to the literature related to both holiday mobile marketing and AR marketing. The study tested the efficacy of holiday AR technology marketing by enhancing authentic brand experiences and engagement. The study aims to apply the Experience Economy framework to AR marketing with additional constructs in order to understand consumer brand experience processes (mediation effects) by measuring consumer responses.
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Acknowledgements
Andrew Nakas, under the supervision of the MSU Blackstone Launchpad (program director Trevor Huffmaster) at Montana State University, helped the researcher to create an AR app for the research stimuli. Andrew’s assistance in the MSU Blackstone launchpad was immensely appreciated.
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(Christine) Sung, E. (2020). Brand Experience via Mobile AR App Marketing. In: Jung, T., tom Dieck, M.C., Rauschnabel, P.A. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-37869-1_1
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