Digital Technological Capabilities of (NFC) Technology in Interactive Advertising An Analytical Study of Applied and Future Trends | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 24, Volume 6, Issue 2, June 2025, Page 331-341 PDF (921.78 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2025.376368.1467 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Heba Fayad 
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| Higher Institute of Applied Arts, Fifth Settlement, Egypt. | ||||
| Abstract | ||||
| Abstract The advertising world is undergoing rapid digital transformation, with digital technologies playing a pivotal role in shaping consumer experiences. Among these technologies, Near Field Communication (NFC) emerges as a promising tool for achieving smart and direct interaction with target audiences. However, there is a knowledge gap regarding the effectiveness of using NFC technology in smart interactive advertising, especially amidst changing consumer behaviors. The research problem lies in the following question: How can NFC technology be effectively utilized to enhance brand competitiveness in the digital age, given the shortcomings in consumer and company awareness of its benefits and optimal usage? The research aims to shed light on the digital technological capabilities of NFC in smart interactive advertising and user experience, and to identify future trends for developing this technology in smart interactive advertising. The researcher adopts a descriptive analytical approach to describe and analyze the current state of NFC technology usage in smart interactive advertisements. The results indicate that the immense technological potential inherent in NFC technology has brought about a radical transformation in the field of smart interactive advertising. Furthermore, future trends point to the increasing importance of NFC technology in shaping the future of various advertising sectors, centered around user interactions and providing added value. | ||||
| Keywords | ||||
| Smart Interactive Advertising; Near Field Communication (NFC) Technology; Consumer Behavioral Changes; Marketing Performance Indicators | ||||
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