Abstract
ABSTRACTHandheld and wearable smart devices have enabled augmented reality (AR) technologies (ART), including AR hypermedia (ARH) print ads, in which mobile smart devices act as viewfinders to superimpose virtual, hyperlinked, 2-D images over traditional print ads. This study utilizes eight constructs—attitude toward the ad (Aad), informativeness, entertainment, irritation, advertising value, time–effort, novelty, and ad effectiveness—to compare consumer response to three different ad formats, a traditional print ad, a quick response (QR) code hypermedia (QRH) print ad, and an ARH print ad. Results showed the ARH print ad was preferred, yielding higher perceptions of informativeness, novelty, and effectiveness; whereas the QRH print ad resulted in higher irritation; and the traditional print ad resulted in higher time–effort. Theoretical and managerial recommendations are offered based on these findings.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
