سمات الجدة لإعلانات الواقع المعزز التفاعلية وأثرها علي تحفيز ارتباط المستخدم (دراسة علي الإعلان السياحي المصري) | ||||
مجلة العمارة والفنون والعلوم الإنسانية | ||||
Article 49, Volume 5, عدد مؤتمر (1), October 2020, Page 1049-1073 PDF (1.24 MB) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/mjaf.2020.37771.1770 | ||||
View on SCiNiTO | ||||
Author | ||||
شيماء صادق | ||||
فنون تطبيقية جامعة بنها | ||||
Abstract | ||||
أضافت سمات العصرية والتقدم التکنولوجي والظروف الإقتصادية تحديات جديدة لعالم الإعلان والترويج السياحي. و طبقاً للعصر الذکي الحالي وما له من سمات خاصة تتطلب التطور التقني في عرض الأفکار الإعلانية السياحية الجذابة حتي تتسم الحملات الإعلانية السياحية المصرية التفرد والإختلاف. فأصبح من الضرورة البحث عن طريقة تفاعلية فعالة لإنشاء علاقة وطيدة مع المستخدمين المحتملين لهدف تحفيز المستخدم المحتمل ولجعله طرف أصيل مشارک بحواسه في العملية الإعلانية لتوطيد علاقته بالإعلان وبالتالي بالخدمة السياحية وتحقيق عناصر الجذب والإرتباط. وطبقاً لتطور خواص تقنية الواقع المعزز التفاعلية ومميزاتها المتفردة في خلق بيئة مدمجة تخترق الحدود المکانية والزمانية حيث تمکن المصمم الإعلاني من تجسيد العوالم السياحية بکل دقة بالإضافة للعديد من الصفات المميزة کالتفاعلية والجودة والإبهار وغيرها مما يساعد علي غمس المستخدم بالتجربة الإعلانية. لذا تناول البحث هذه التقنية کأحد الحلول الإعلانية السياحية المبهرة التي تساهد في تجسيد الواقع السياحي المصري بشکل فعال للمستخدمين. وإتبعت هذه الدراسة المنهج التجريبي مستخدمة تجربتين إعلانيتين (تجربة الواقع المعزز في مقابلة الإعلانات التقليدية) لإختبار فرضيتين، أولاً: نختبر عملياً قدرة الدمج التفاعلي للواقع المعزز للإعلان السياحي بالهاتف الذکي علي إرتفاع معدلات إرتباط المستخدم من خلال إستخدام تقنية الواقع المعزز في تصميم الإعلان السياحي التفاعلي في مقابلة الإعلان التقليدي ، ثانياً: تحديد تأثير التجربة الإعلانية السياحية المعززة علي تعزيز مبدأ الجدة، وإفترضت الدراسة: أن الدمج التفاعلي لتقنية الواقع المعزز للإعلان السياحي بإستخدام الهاتف الذکي يؤدي إلي مستويات أعلي لإرتباط المستخدم، وأن تأثير التجربة الإعلانية السياحية المعززة تعزز من مبدأ الجدة. وأشارت نتائج الدراسة الإحصائية إلي فعالية تقنية الواقع المعزز في الإعلان السياحي بالهاتف الذکي علي إرتفاع معدلات إرتباط المستخدم في مقابلة للإعلان التقليدي علاوة علي قدرتها الفعالة علي تعزيز مبدأ الجدة. | ||||
Keywords | ||||
الجدة; الواقع المعزز; إرتباط المستخدم; الإعلان | ||||
Supplementary Files
|
||||
References | ||||
References
- Ajzen, I. “Residual Effects of Past on Later Behavior: Habituation and Reasoned Action Perspectives.” Personality & Social Psychology Review 6- 2 (2002): 107-22.
- Altsech, Moses B. “The Assessment of Creativity in Advertising and the Effectiveness of Creative Advertisements,” Ph.D. dissertation, Pennsylvania State University, 1996.
- Anderson, E. W., C. Fornell, and S.K. Mazvancheryl. “Customer Satisfaction and Shareholder Value.” Journal of Marketing 68- 4 (2004): 172–185.
- Ang, S. H., and S.Y. M. Low. Exploring the Dimensions of Ad Creativity. Psychology and Marketing 17- 10 (2000): 835-854.
- ARPost. “Key augmented reality statistics you need to know.” https://arpost.co/2017/11/15/key-augmented-reality-statistics/(Accessed March 25, 2019)
- Baek, T. H., C. Y. Yoo, and S.Yoon. “Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses.” International Journal of Advertising 37- 3 (2016): 421–439.
- Bagozzi, R. P., and U. M. Dholakia. “Antecedents and purchase consequences of customer participation in small group brand communities.” International Journal of Research in Marketing 23- 1 (2006): 45–61.
- Barth, J. E. “Customer engagement and the operational efficiency of wine retail stores.” International Journal of Wine Business Research 19- 3 (2007): 207–215.
- Belch, G. E. and M. Belch. “Advertising and Promotion. An Integrated Marketing Communication Perspective.” New York: MC Graw Hill Education, 2009.
- Berlyne, D. E. “Novelty, Complexity, and Hedonic Value.” Perception & Psychophysics 8- 5 (1970): 279-86.
- Berry, L. L., L. P. Carbone, and S. H. Haeckel. “Managing the total customer experience.” Sloan Management Review 43- 3 (2002): 85-89.
- Bowden, J. L.-H. “The Process of Customer Engagement: A Conceptual Framework.” Journal of Marketing Theory and Practice 17- 1 (2009): 63–74.
- Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. “Customer Engagement”. Journal of Service Research, 14- 3 (2011): 252–271.
- Brodie, R. J., L. D. Hollebeek, B. Juric, and A. Ilic. “Customer Engagement: Conceptual Domain, Fundamental Propositions & Implications for Research in Service Marketing.” Journal of Service Research 14- 3 (2011): 252–71.
- Buhalis, D. and R. Law. “Progress in information technology and tourism management: 20 years on and 10 years after the internet-The state of eTourism research.” Tourism Management 29- 4 (2008): 609–623.
- Bulearca, M., and D. Tamarjan. “Augmented reality: A sustainable marketing tool?.” Global Business and Management Research: An International Journal 2- 2 (2010): 237–252.
- Calder, B. J., E. C. Malthouse, and U. Scha¨del . “Media Engagement and Advertising Effectiveness.” Hoboken, N.J : John Wiley & Sons, 2008.
- Carmigniani, J. and B. Furht. “Augmented Reality: An Overview. In: Furht, B., Ed.,” Handbook of Augmented Reality, Springer, New York, 2011.
- Carver, C. S. and M. F. Scheier. “Attention and Self-regulation: A Control Theory Approach to Human Behavior.” New York. Springer Press, 1981.
- Castro, G. M., J. E. N. López, and P. L. Sáez. “Business and social reputation: exploring the concept and main dimensions of corporate reputation.” Journal of Business Ethics 63- 4 (2006): 361-370.
- Cheverst, K., N. Davies, K. Mitchell, A. Friday, and C. Efstratiou. “Developing a Context-aware Electronic Tourist Guide: Some Issues and Experiences.” Proceedings of ACM CHI'00, April 01 – 06, Netherlands, 2000.
- Chi, H-L, S-C. Kang, and X. Wang. “Research trends and opportunities of augmented reality applications in architecture, engineering, and construction.” Automation in Construction 33 (2013): 116-122.
- Dacko, S. “Enabling Smart Retail Settings vis Mobile Augmented Reality Shopping Apps.” Technical Forecasting & Social Change 124 (2017): 243–256.
- Donio’, J., P. Massari, and G. Passiante. “Customer satisfaction and loyalty in a digital environment: an empirical test.” Journal of Consumer Marketing 23- 7 (2006): 445–457.
- Dortok, A. “A managerial look at the interaction between internal communication and corporate reputation.” Corporate Reputation Review 8 -4 (2006): 322 – 338.
- Edwards, S. M., and H. Gangadharbatla, H. “The Novelty of 3D Product Presentations Online.” Journal of Interactive Advertising 2-1 (2001): 10–18.
- Edwards, S. M., and H. Gangadharbatla, H. 2001. “The Novelty of 3D Product Presentations Online.” Journal of Interactive Advertising 2 (1): 10–18.
- Emmanouilidis, C., R-A. Koutsiamanis, and A. Tasidou. “Mobile guides: Taxonomy of architectures, context awareness, technologies and applications.” Journal of Network and Computer Applications 36- 1 (2013): 103–125.
- Enginkaya, E. and E. Esen. “Dimensions of Online Customer Engagement.” Journal of Business, Economics & Finance 3- 1 (2014): 106-114.
- Fahy, F. L., I. P. Riches, and M. W. Brown. “Neuronal Activity Related to Visual Recognition Memory: Long-Term Memory and the Encoding of Recency and Familiarity Information in the Primate Anterior and Medial Inferior Temporal and Rhinal Cortex.” Experimental Brain Research 96- 3 (1993): 457-72.
- Feng, Y., and B. Mueller, “The State of Augmented Reality Advertising around the Globe: A Multi-Cultural Content Analysis.” Journal of Promotion Management 25 -4 (2018): 1–23.
- Fernandes, T., and F. Esteves. “Customer Engagement and Loyalty: A Comparative Study between Service Contexts.” Services Marketing Quarterly 37- 2 (2016): 125-139.
- Firestein, P. J.. “Building and protecting corporate reputation.” Strategy & Leadership 34- 4 (2006): 25–31.
- Fritz, F., A. Susperregui, and M. T. Linaza. “Enhancing cultural tourism experiences with augmented reality technologies.” 6th International Symposium on Virtual Reality, Archaeology and Cultural Heritage (VAST), Italy, 2005.
- Garcia-Crespo, A., J. Chamizo, I. Rivera, M. Mencke, R. Colomo-Palacios, and J.M. Gómez-Berbís. “SPETA: Social pervasive e-Tourism advisor.” Telematics and Informatics 26- 3 (2009): 306–315.
- Genç R., “The Impact of Augmented Reality (AR) Technology on Tourist Satisfaction”. Netherlands: Springer International Publishing.https://www.springerprofessional.de/en/augmented-reality-and-virtual-reality/15019072.
- Gruca, T. S., and L.L. Rego. “Customer Satisfaction, Cash Flow, and Shareholder Value.” Journal of Marketing 69- 3 (2005): 1–130.
- Han, D., T. Jung, and A. Gibson. Dublin AR: “Implementing Augmented Reality (AR) in Tourism”, In Xiang, Z. and Tussyadiah, I. (eds), “Information and Communication Technologies in Tourism,” Springer International Publishing. Wien. New York, 2014.
- Hassan, A., and H. Ramkissoon. “Augmented Reality Application to Museum Visitor Experiences.” Visitor Management in Tourist Destinations 3 (2016): 117-127.
- Helgesen, Ø. “Drivers of customer satisfaction in business‐to‐business relationships.” British Food Journal 109- 10 (2007): 819–837.
- Higgins, E. Tory and A. A. Schole. “Engaging the Consumer: The Science and Art of the Value Creation Process.” Journal of Consumer Psychology 19 -2 (2009):100-114.
- Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. “Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation”. Journal of Interactive Marketing, 28-2 (2014), 149–165. doi:10.1016/j.intmar.2013.12.002.
- Hollebeek, L. D. “Demystifying customer brand engagement: Exploring the loyalty nexus.” Journal of Marketing Management 27:7-8 (2011): 785–807.
- Höllerer, T. and S. Feiner. “Mobile augmented reality. Telegeoinformatics: location-based computing and services.” The Netherlands: Taylor & Francis Books, 2004.
- Holly, R. “Japanese Aquarium uses Penguins to make the Best AR App Ever.” http://www.geek.com/apps/japanese-awuarium-uses-penguins-to-make-the-best-ar-appever-1599745/ (Accessed February 12, 2019).
- Hopp, T., and H. Gangadharbatla. “Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy. “Journal of Current Issues & Research in Advertising 37- 2 : 2016: 113–130.
- Hopp, T., & H. Gangadharbatla. “Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy.” Journal of Current Issues & Research in Advertising 37- 2 (2016): 113–130.
- Huang, T.-L., and S. Liao. “A model of acceptance of augmented-reality interactive technology: The moderating role of cognitive innovativeness.” Electronic Commerce Research 15- 2 (2015): 269–95.
- Jaakkola, E., & M. Alexander. “The role of customer engagement behavior in value co-creation: A service system perspective.” Journal of Service Research 17- 3 (2014): 247-261.
- Jung, T., N. Chung, and M. Leue. “The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park”. Tourism Management 49 (2015):75-86.
- Keller, L. Kevin. “Conceptualizing, Measuring and Managing Customer-Based Brand Equity.” Journal of Marketing 57- 1 (1993): 1-22.
- Kietzmann, J. H., K. Hermkens, I.P. McCarthy, and B. S. Sylveste. “Social media? Get serious! Understanding the functional building blocks of social media.” Business Horizons 54- 3 (2011): 241-251.
- Kotha, S., S. Rajagopal,. and V. Rindova, V. “Reputation building and performance: An empirical analysis of the top 50 pure internet firms.” European Management Journal 19-6 (2001): 570-586.
- Kounavis, C. D., A. E. Kasimati, and E. D. Zamani. “Enhancing the Tourism Experience through Mobile Augmented Reality: Challenges and Prospects.” International Journal of Engineering Business Management 4- 10 (2012): 1-6.
- Koslow, Scott, Sheila L. Sasser, and Edward A. R., “What Is Creative to Whom and Why? Perceptions in Advertising Agencies,” Journal of Advertising Research, 43 -1 (2003), 96–110
- Kurkovsky, S., R., Koshy, V. Novak and P. Szul, 2012, “Current Issues in Handheld Augmented Reality,” International Conference on Communications and Information Technology (ICCIT), Hammamet, June 26-28, in Hammamet, Tunisia, 2012.
- Lawson-Body, A. and M. Limayem. “The Impact of Customer Relationship Management on Customer Loyalty: The Moderating Role of Web Site Characteristics.” Journal of Computer-Mediated Communication 9- 4 (2004): 1-61.- Leach, D. “Augmented reality and its potential for advertising.” http://blog.ad-tech.com/augmented-reality-and-its-potential-for-advertising/ (accessed January 21, 2019). - Lemon, K. N., and P.C. Verhoef. “Understanding customer experience throughout the customer journey.” Journal of Marketing 80- 6 (2016): 69-96.
- Lewicki, R. J., D. J. McAllister, and R. J. Bies. “Trust and Distrust: New Relationships and Realities.’ The Academy of Management Review 23- 3 (1998): 438- 458.
- Li, L., E. K. Miller, and R. Desimone. “The Representation of Stimulus Familiarity in Anterior Inferior Temporal Cortex.” Journal of Neurophysiology 69- 6 (1993): 1918-29.
- Martínez-Graña, A. M., J. L. Goy, and C.A. Cimarra. “A virtual tour of geological heritage: Valourising geodiversity using Google Earth and QR code.” Computers & Geosciences 61 (2013): 83–93.
- Mascarenhas, O. A., R. Kesavan, and M. Bernacchi. Lasting customer loyalty: a total customer experience approach.” Journal of Consumer Marketing 23- 7 (2006): 397–405.
- Mitropoulos, P. and C.B. Tatum. “Forces driving adoption of new information technologies.” Journal of Construction Engineering and Management 49 (2008): 340-348.
- Mollen, A. and H.Wilson. “Engagement, Telepresence, and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives.” Journal of Business Research 63- 9 (2010): 919-925.
- MSI – Marketing Science Institute. ‘”2010-2012 Research Priorities.” http://www.msi.org/research/index.cfm?id¼271 (Accessed May 15, 2019).
- Mun˜iz, A. M., and H. J. Schau.. “How to inspire value-laden collaborative consumer-generated content.” Business Horizons 54- 3 (2011): 209-217.
- Olsson T, E. Lagerstam, T. Karkkainen and K. Vaananen-Vainio-Mattila. “Expected user experience of mobile augmented reality services: a user study in the context of shopping centres.” Pers Ubiquit Comput 17- 2 (2013):287-304.
- Patterson, P., T. Yu and K.d. Ruyter. “Understanding Customer Engagement in Services.” Proceedings of ANZMAC 2006 Conference. December 4-6, Brisbane, 2006.
- Pence, H. E. “Smartphones, Smart Objects, and Augmented Reality”. The Reference Librarian 52:1-2 (2010): 136–145.
- Roberts, C., and F. Alpert. “Total customer engagement: designing and aligning key strategic elements to achieve growth.” Journal of Product & Brand Management 19-3 (2010): 198–209.
- Rohm, A. J., T. T.Gao, F. Sultan, and M. Pagani, “Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing.” Business Horizons 55- 5 (2012): 485-493.
- Romero, J. “Customer engagement behaviors in hospitality: Customer-based antecedents.” Journal of Hospitality Marketing & Management 26-6 (2017): 565–584.
- Romero, J., and S. Okazaki, “Exploring customer engagement behavior: construct proposal and its antecedents.” 2nd International Symposium on Partial Least Squares Path Modeling, Seville, Spain, 2015.
- Russell, M. “11 Amazing Augmented Reality Ads.” http://www.businessinsider.com/11-amazing-augmented-realityads-2012-1?opD1/#-petes-and-clear-water-show-thebeauty-of-their-beaches-6 (Accessed January 28, 2018).
- Scholz, J., & A.N. Smith, “Augmented reality: Designing immersive experiences that maximize consumer engagement.” Business Horizons 59- 2 (2016): 149–161.
- Sheinin, D. A., S. Varki, and C. Ashley. “The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments.” Journal of Advertising 40-3 (2011): 5–18
- Singh, P., and M.Pandey, “Augmented reality advertising : An impactful platform for new age consumer engagement.” Journal of Business and Management 16-2 (2014) : 24-28. - Smith R. E., J. Chen, and X. Yang. “Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence.” Marketing Theory 4 -1 (2004): 31-58.
- Smith R. E., J. Chen, and X. Yang “The Impact of Advertising Creativity on the Hierarchy of Effects.” Journal of Advertising 37-4 (2008): 47-61.
- Smith R. E., S. B. MacKenzie, X. Yang, L. M. Buchholz, and W. K. Darley. “Modeling the Determinants and Effects of Creativity in Advertising.” Marketing Science 26-6 (2007): 819-833.
- Sprott, D., Czellar, S., and E. Spangenberg. “The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale.” Journal of Marketing Research 46 -1 (2009): 92–104.
- Tokunaga, R. S. “Engagement with Novel Virtual Environments: The Role of Perceived Novelty and Flow in the development of the deficient self-regulation of internet Use and media habits.” Human Communication Research 39 -3 (2013): 365-93.
- Tom Dieck, M. C., & T. Jung. “A theoretical model of mobile augmented reality acceptance in urban heritage tourism.” Current Issues in Tourism 21- 2 (2015): 154–174.
- Tom Dieck, M. C., and T. Jung. “A theoretical model of mobile augmented reality acceptance in urban heritage tourism.” Current Issues in Tourism 21-2 (2015): 154–174.
- Tuscany+. 2010. https://vinous.com/articles/tuscany-2009-and-2010-a-world-of-opposites-jun-2012 (Accessed December 12, 2018).
- Van Doorn, J., K.N. Lemon, V. Mittal, S. Nass, D. Pick, P. Pirner, and P.C. Verhoef. “Customer engagement behavior: Theoretical foundations and research directions.” Journal of Service Research 13-3 (2010): 253-266.
- Van Krevelen D. W.F., and R. Poelman. “A survey of augmented reality technologies, applications and limitations.” International Journal of Virtual Reality 9- 2 (2010): 1-20.
- Vargo, S. L. “Towards a Transcending Conceptualization of a Relationship: A Service-Dominant Perspective,” Journal of Business and Industrial Marketing 26:5-6 (2009): 373-379.
- Venkatesan, R. “Executing on a customer engagement strategy.” Journal of the Academy of Marketing Science 45-3 (2017): 289–293.
- Verhoef, P. C., W.J. Reinartz, and M. Krafft. “Customer engagement as a new perspective in customer management.” Journal of Service Research 13-3 (2010): 247-252.
- Vivek, S.D. “A scale of consumer engagement”, (Unpublished PhD thesis). University of Alabama. Tuscaloosa. AL., 2009.
- Vivek, S.D., S. E. Beatty, and R. M. Morgan. “Consumer Engagement: Exploring Customer Relationships Beyond Purchase.” Journal of Marketing Theory and Practice 20- 2 (2010): 122–146.
- Vlahakis, V., J. Karigiannis, M. Tsotros, M. Gounaris, L. Almeida, D. Stricker, and N. Ioannidi. “Archeoguide: first results of an augmented reality, mobile computing system in cultural heritage sites.” International Symposium on Virtual Reality, Archaeology and Cultural Heritage, Published by ACM 2001 Article, 2001.
- Vlahakis, V., M. Ioannidis, J. Karigiannis, M. Tsotros, M. Gounaris, D. Stricker, L. Almeida. “Archeoguide: an augmented reality guide for archaeological sites.” IEEE Computer Graphics and Applications 22 -5 (2002): 52–60.
- Walsh, G., S. E. Beatty and E. M. K. Shi. “The customer-based corporate reputation scale: Replication and short form.” Journal of Business Research 62 -10 (2009): 924–930.
- Wei, W., L. Miao, and Z. J. Huang. “Customer engagement behaviors and hotel responses.” International Journal of Hospitality Management 33- 1 (2013): 316-330.
- Westbrook, R. A., and R. L. Oliver. “The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction”. Journal of Consumer Research 18- 1 (1991): 84-91.
- Wrenn, E. “Google Glasses on sale for $1,500: Firm launches prototype augmented reality eyewear with spectacular skydiving demo.” http://www.dailymail.co.uk/sciencetech/article-2165818/Google-Glass-augmentedreality- specs-available-NOW-1-500.html (Accessed December 45, 2018).
- Wright, L. T., and M. Crimp. “The marketing research process.” Prentice Hall, 1995.
- Yang, X., and R. E. Smith. “Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity.” Marketing Science 28- 5 (2009): 935–49.
- Yovcheva, Z., D. Buhalis, and C. Gatzidis . “Engineering Augmented Tourism Experiences.” In: Cantoni L, Xiang Z (eds) Information and Communication Technologies in Tourism. Berlin: Springer, 2013.
- Yovcheva, Z., D. Buhalis, and C. Gatzidis. “Empirical evaluation of smartphone augmented reality browsers in an urban tourism destination context.” International Journal of Mobile Human Computer Interaction 6- 2 (2014): 10–31.
- Yu, C.-S., and Y. H. Tao. “Understanding business-level innovation technology adoption.” Technovation 29-2 (2009): 92–109.
| ||||
Statistics Article View: 696 PDF Download: 1,424 |
||||