مدل پنج وجهی تبلیغات بر پایۀ فناوری واقعیت افزوده | ||
| کاوشهای مدیریت بازرگانی | ||
| مقاله 7، دوره 15، شماره 31، خرداد 1402، صفحه 161-188 اصل مقاله (730.54 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2023.18284.4165 | ||
| نویسندگان | ||
| داود فیض* 1؛ فهیمه ماه آورپور2؛ محمد ابراهیم باقرنژاد حمزه کلایی3 | ||
| 1استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
| 2دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
| 3دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
| چکیده | ||
| هدف پژوهش حاضر ارائه مدل تبلیغات براساس فناوری واقعیت افزوده است. در این راستا از مدل پنج وجهی تبلیغات استفاده شد که شامل ابعاد مأموریت، پیام، رسانه، بودجه، ارزیابی است. مقاله حاضر، پژوهش کیفی تحلیل تم درباره ابعاد مدل پنج وجهی تبلیغات در استفاده این فناوری نوین است. در گام نخست با هدف جمعآوری دادههای کیفی پس از بررسی گسترده ادبیات حوزه تبلیغات مذکور و فناوری واقعیت افزوده برای طرح پرسشها، مصاحبه نیمه ساختاریافته با خبرگان تدوین شد. در ادامه 11 نفر از کارشناسان اجرایی در حوزه فناوری واقعیت افزوده و تبلیغات از طریق روش نمونهگیری (هدفمند) گلوله برفی انتخاب شدند. مصاحبههای ترانویسی شده، در گام دوم به کمک نرمافزار MaxQDA با روش تحلیل تماتیک استقرایی شش مرحلهای کلارک و بروان، کدگذاری شد. بهطور خلاصه در پژوهش حاضر از مجموع 112 کد باز، 15 تم فرعی و 5 تم اصلی ویژگیهای تبلیغات مدل پنج وجهی براساس فناوری واقعیت افزوده شناسایی شد و مبنای تعریف مفهوم نوین مدل تبلیغات در فناوری واقعیت افزوده قرار گرفت. یافتههای پژوهش نشان داد در تم اصلی مأموریت: ویژگی جمعیتشناختی، تنوع بازارهای هدف، رفع مشکلات تبلیغات سنتی؛ درتم پیام: مزیت رقابتی، رویکرد نوین در انتقال پیام، آگاهی، حضور در انواع پلتفرمها؛ درتم رسانه: سونامی واقعیت افزوده، چالشهای پیشرو، فناوری مشتریمحور، توقفناپذیری زمانی؛ درتم بودجه: کانالکشی صحیح مالی، بهینهسازی؛ درتم ارزیابی: بهبود تجارت الکترونیک، نتیجهمحور بودن، از نکات اصلی در حوزهی مدل پنج وجهی تبلیغات براساس فناوری واقعیت افزوده شناسایی شدند. نتایج این پژوهش مفاهیم جدید ادبیات تبلیغاتی را در استفاده از فناوری واقعیت افزوده فراهم کرده است. | ||
| کلیدواژهها | ||
| تبلیغات؛ تحلیل تبلیغات؛ فناوریهای نوین؛ فناوری واقعیت افزوده؛ مدل پنج وجهی تبلیغات | ||
| عنوان مقاله [English] | ||
| Design of an advertising model (5M) based on the use of augmented reality technology | ||
| نویسندگان [English] | ||
| Davod Feiz1؛ Fahime Mahavarpour2؛ Mohammad Ebrahim Baghernezhad Hamzekolaie3 | ||
| 1Professor, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
| 2Ph.D. Student of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
| 3Ph.D. Student of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
| چکیده [English] | ||
| Introduction: The theory of uses and gratifications, developed by Blamer and Katz (1974), is one of the major theories of media, mass media, and new communication technologies. According to this theory, people in the media and communication technologies look for the content that they best enjoy. One of the main concepts and assumptions of the theory of uses and gratifications is the activeness of the audience. In other words, the audience seeks to meet their needs, gain gratification and satisfaction in using the media. It is believed that the choice of media provides the desired satisfaction (Kharazi et al., 1400). New communication technologies have had a significant effect on the speed of business development and increased competitiveness domestically and internationally (Klimovets, 2017). One of the key factors determining the ability of a company to compete successfully in marketing is the use of new communication technology. The last two decades experienced the rapid development of new communication technologies. Digital tools and applications are evolved almost every day. The rapid advancement of technology in hardware and downsizing and processing power has made it possible to develop tools that allow users to experience new "types of virtual reality" (Shen et al., 2022). The global augmented reality market for 2014-2018 shows that this market has grown by an average of 130% per year (Klimovets, 2018). AR / VR technologies are advancing rapidly with artificial intelligence and automation. In the future, augmented reality technology, due to its attractiveness and potential, will be actively used in innovative projects (Klimovets, 2017). Augmented reality (AR) technology has emerged as one of the main trends in the digital market in recent years (Wang, 2021). A growing series of research has addressed marketing-related issues surrounding this new technology (AR) (Kumar, Ramachandran, & Kumar, 2021). Augmented reality technology is an effective tool for direct sales and marketing and provides an optimal solution to marketing problems. Marketing with this new technology (AR) represents a new, potential and influential sub-discipline in marketing. Methodology: The current research is developmental in terms of purpose because the role of augmented reality technology in advertising is exploratory. In addition, in terms of the data type, it is qualitative research. Interviewing was selected among the different methods of data collection in qualitative research under COVID-19 conditions and the impossibility of coordinating with several experts in simultaneous meetings and recording their knowledge and expertise about the new technology (augmented reality) in advertising. In this study, due to the novelty of the subject of the interviews (i.e., augmented reality technology), it was preferred to ask specific and directional questions with regard to the lack of prior mentality about the subject of the semi-structured interviews. After an in-depth review of the advertising literature and augmented reality technology according to the main research questions, the main open-ended interview questions were designed according to the model (5M). The statistical population of the research consisted of advertising companies in the field of augmented reality technology Results and Discussion: Theme 1: Mission: The use of new technologies in the advertising industry requires fulfilling the goals that are in line with the marketing policies of companies and organizations. Goals in advertising fall into three categories including goals with a focus on the customer, goals with a focus on the market, and goals with a focus on the results. Mostly, people between the ages of 18 and 70, including our young and middle-aged population, are among the targets of our augmented reality technology advertising. Theme 2: Message: The use of any technology must be of effect on the audience and deliver a message to a specific audience with clarity and transparency. In addition, the transmitted message must be able to solve the problems and mental concerns of the target audience. According to one expert, "Using augmented reality technology, by engaging the audience's emotions and showing the intricacies and subtleties of the product or service, has been able to raise the awareness of the audience and continuously accompany them by creating attractiveness”. Theme 3: Media: Media and distribution channels of advertising messages have very important roles in attracting the audience. It should be noted that the first point of contact of any company or organization with the customer is through communication channels, which is a formidable reason as why more attention should be paid to media and channels of advertising messages. On the other hand, the need to design a content publishing calendar and pay attention to the limitations are significant issues in the review of advertising media. Theme 4: Money: The use of any new technology in marketing-related topics requires money and the creation of optimal advertising methods. It should be noted that the use of augmented reality technology can reduce unnecessary costs to some extent and increase effectiveness to an acceptable level. According to one expert, "the use of augmented reality has been able to optimize advertising, to largely prevent the allocation of heavy budgets online and offline to advertising”. It is suggested that part of the profits of companies be allocated to updating this technology, so reasonable budgets are allocated to the marketing department of companies annually. Theme 5: Measurement: Spending more on the new technologies section requires reviewing and measuring the effectiveness of these technologies in the field of advertising. In this regard, two important tests should be considered. The first is a pre-test, which measures the effectiveness of an ad before using the technology, and the second is a post-test, which measures the effectiveness of an advertisement after using that technology. Conclusion: This study has introduced new concepts of advertising in the use of augmented reality technology. It provides the basis for explaining its concept and setting marketing strategies at a high level. | ||
| کلیدواژهها [English] | ||
| Advertising, Theme analysis, New technologies, Augmented reality technology, ) 5m) Advertising model | ||
| مراجع | ||
|
Alalwan, N. Cheng, L. Al-Samarraie, H. Yousef, R. Alzahrani, A. I. & Sarsam, S. M. (2020). Challenges and prospects of virtual reality and augmented reality utilization among primary school teachers: A developing country perspective. Studies in Educational Evaluation, 66, 100876. Angrisani, L., Arpaia, P., Moccaldi, N., & Esposito, A. (2018, September). Wearable augmented reality and brain computer interface to improve human-robot interactions in smart industry: A feasibility study for ssvep signals. In 2018 IEEE 4th International Forum on Research and Technology for Society and Industry (RTSI IEEE):1-5. Azman, S. M. F. S. & Ahmad, N. (2021). The Foresight Study of Virtual Reality as an Advertising Tool. Research in Management of Technology and Business, 2(1): 166-183. Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: Lessons from tourism and hospitality. Journal of Service Management.,30(4:1-24. Chun, J., Bae, B., & Jo, S. (2016, February). BCI based hybrid interface for 3D object control in virtual reality. In 2016 4th International Winter Conference on Brain-Computer Interface (BCI) .IEEE: pp. 1-4. Clow, K. E., James, K. E., Kranenburg, K. E., & Berry, C. T. (2006). The relationship of the visual element of an advertisement to service quality expectations and source credibility. Journal of Services Marketing. 20(6), 404-411. Deboer, C. N., Verleur, R., Heuvelman, A., & Heynderickx, I. (2010). Added value of an autostereoscopic multiview 3-D display for advertising in a public environment. Displays, 31(1): 1-8. Deloitte Access Economics. (2019). Technology disruptors in tourism. Canberra, Australia: Deloitte. Retrieved from www.deloitte.com/au/deloitte-access-economics. European Commission. (2017). Digital transformation monitor: Augmented and virtual reality. Brussels: EU, European Commission. www.delaware.pro/en-be/solutions/extended-reality-xr. Jafarzadeh, H., Tafti, M., Intezari, A., & Sohrabi, B. (2021). All's well that ends well: Effective recovery from failures during the delivery phase of e-retailing process. Journal of Retailing and Consumer Services, 62, 102602. Jensen, G. (2013). The effective use of augmented reality in advertising communications (Doctoral dissertation, University of Pretoria). Jiang, Y., Wang, X. & Yuen, K. F. (2021). Augmented reality shopping application usage: The influence of attitude, value, and characteristics of innovation. Journal of Retailing and Consumer Services, 63, 102720. Jing, Z. (2012). Application of Virtual Reality Technology in Advertising [J]. Modern Commerce, 30: 273-273. Kharazi, A. Z., Mozaffari, A., & Saedi, T. (2021). Application Of Augmented Reality Technology In Iran’S Communication Strategies. socio cultural strategy journa. , 10(39): 259-285. Kharazi, A. Z., mozaffari, A., & Saedi, T. (2021). Application Of Augmented Reality Technology In Iran’S Communication Strategies. Socio cultural strategy journal, 10(39): 259-285. [in Persian] Klimovets, O. V. (2017). Marketing of territories as a tool of formation of investment attractiveness of the region. In the collection: latest developments and the success of the development of Economics and management. In Collection of Scientific Papers on the Results of International Scientific-Practical Conference: 55-58. Klimovets, O. V. (2017). Regional peculiarities of the implementation of the policy of import substitution. In the collection: modern scientific research: historical experience and innovations. In Proceedings of the International Scientific-Practical Conference, 6-12. Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education. Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864-877. Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of advertising, 31(3): 43-57. Lin, H. F. (2000). Influence of Virtual Experience Immersion, Product Control, and Stimulation on Advertising Effects. Journal of Global Information Management (JGIM), 30(9): 1-19. Lotte, F., Faller, J., Guger, C., Renard, Y., Pfurtscheller, G., Lécuyer, A., & Leeb, R. (2012). Combining BCI with virtual reality: towards new applications and improved BCI. In Towards practical brain-computer interfaces (pp. 197-220). Springer, Berlin, Heidelberg. Markovitch, S., & Willmott, P. (2014). Accelerating the digitization of business processes. McKinsey-Corporate Finance Business Practise: 1-4. Mohanty, B. P. & Goswami, L. (2021). Advancements in augmented reality. Materials Today: Proceedings. Moral-Toranzo, F., Canto-Ortiz, J., & Gomez-Jacinto, L. (2007). Anonymity effects in computer-mediated communication in the case of minority influence. Computers in human behavior, 23(3), 1660-1674. Olsson, T., Lagerstam, E., Kärkkäinen, T., & Väänänen-Vainio-Mattila, K. (2013). Expected user experience of mobile augmented reality services: a user study in the context of shopping centres. Personal and Ubiquitous Computing, 17(2), 287-304. Oyman, M., Bal, D. & Ozer, S. (2022). Extending the technology acceptance model to explain how perceived augmented reality affects consumers' perceptions. Computers in Human Behavior, 128, 107127. Pantelimon, F. V., Georgescu, T. M. & Posedaru, B. Ş. (2020). The impact of mobile e-commerce on gdp: A comparative analysis between romania and germany and how covid-19 influences the e-commerce activity worldwide. Informatica Economica, 24(2), 27-41. Ping, L., & Sheng, N. (2016). Research on the Change of Advertising Form and Form by Virtual Reality Technology-Advertising Form and Form may face another Change [J]. China Advertising, 11, 100-107. Qin, H., & Lei, J. (2019. The application of virtual reality technology in advertising communication. In 2019 International Conference on Virtual Reality and Intelligent Systems (ICVRIS) (pp. 73-76). IEEE. Qin, H., Osatuyi, B., & Xu, L. (2021). How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective. Journal of Retailing and Consumer Services, 63, 102680. Radner, R., & Rothschild, M. (1975). On the allocation of effort. Journal of Economic Theory, 10(3): 358-376. Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142: 1140-1150. Roberts, D. F., Foehr, U. G., Rideout, V. J., & Brodie, M. (1999). Kids and media at the new millennium: Executive summary. Menlo Park, CA: Kaiser Family Foundation. Sanayei, A., Mohammad Shafiee, M. & Amini Velashani, M. (2016). Analyzing and Evaluating the Effectiveness of Bank Advertising According to the Advertising Characteristics and Audience Involvement Using the AISDALSLOVE Model. Journal of Business Administration Researches, 8(15), 185-209. [in Persian] Shen, S., Xu, K., Sotiriadis, M., & Wang, Y. (2022). Exploring the factors influencing the adoption and usage of Augmented Reality and Virtual Reality applications in tourism education within the context of COVID-19 pandemic. Journal of hospitality, leisure, sport & tourism education, 100373. Smink, A. R., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2020). Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses. Journal of Business Research, 118, 474-485. Sun, C., Fang, Y., Kong, M., Chen, X., & Liu, Y. (2022). Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective. Journal of Retailing and Consumer Services, 64, 102828. Thomas, P. C., & David, W. M. (1992. Augmented reality: An application of heads-up display technology to manual manufacturing processes. In Hawaii International Conference on System Sciences (Vol. 2). New York, NY, USA: ACM SIGCHI Bulletin. Vilkina, M. V., & Klimovets, O. V. (2019, May). Augmented reality as marketing strategy in the global competition. In Institute of Scientific Communications Conference. Springer, Cham: pp. 54-60. Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3): 443-465. Whang, J. B., Song, J. H., Choi, B., & Lee, J. H. (2021). The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133:275-284. Wijaya, A. C., Munandar, M. W. A., & Utaminingrum, F. (2019). Usability testing of augmented reality for food advertisement based on mobile phone using system usability scale. In 2019 International Conference on Sustainable Information Engineering and Technology, IEEE: 266-269) Zarei, A., Feiz, D., & Akbarzadeh pasha, M. (2018). Thematic Analysis Method Application in Recognizing Brand Agility. Quarterly Journal of Brand Management, 4(4): 79-112. [in Persian] | ||
|
آمار تعداد مشاهده مقاله: 795 تعداد دریافت فایل اصل مقاله: 452 |
||