Augmented Reality Marketing in Malaysia—Future Scenarios
Augmented Reality (AR) marketing is a novel and creative way to market products and services. However, there are concerns about its marketing effectiveness as it is still immature to take over the place of traditional marketing method. Hence, this study was aimed to identify the issues and drivers o...
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| Format: | Article |
| Language: | English |
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MDPI AG
2018-11-01
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| Series: | Social Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-0760/7/11/224 |
| _version_ | 1819139397983928320 |
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| author | Choon Ching Ng Chandrashekar Ramasamy |
| author_facet | Choon Ching Ng Chandrashekar Ramasamy |
| author_sort | Choon Ching Ng |
| collection | DOAJ |
| description | Augmented Reality (AR) marketing is a novel and creative way to market products and services. However, there are concerns about its marketing effectiveness as it is still immature to take over the place of traditional marketing method. Hence, this study was aimed to identify the issues and drivers of employing AR, in marketing, and to study the future trend of AR marketing in Malaysia. Foresight methodology tool, the Social, Technological, Environmental, Economic, Political, and Values (STEEPV) method was used in identifying the issues and drivers of employing AR in marketing. Furthermore, an impact⁻uncertainty analysis was used to identify the top two drivers of the subject. The top two drivers identified were the “need for interrelation between the virtual and the real word„ and “technological knowledge generation„ with the highest statistical mean vote for impact and uncertainty, respectively. The development of scenario analysis was constructed in correspondence with the top two drivers which gave insights into the four alternative possibilities in the time horizon of 5 to 10 years. The drivers must coexist in order to generate potential scenarios for the development and sustainability of AR marketing in Malaysia. |
| first_indexed | 2024-12-22T11:22:01Z |
| format | Article |
| id | doaj.art-9f88019883404e42bdc1597420f9901c |
| institution | Directory Open Access Journal |
| issn | 2076-0760 |
| language | English |
| last_indexed | 2024-12-22T11:22:01Z |
| publishDate | 2018-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Social Sciences |
| spelling | doaj.art-9f88019883404e42bdc1597420f9901c2022-12-21T18:27:51ZengMDPI AGSocial Sciences2076-07602018-11-0171122410.3390/socsci7110224socsci7110224Augmented Reality Marketing in Malaysia—Future ScenariosChoon Ching Ng0Chandrashekar Ramasamy1Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Parit Raja, Batu Pahat, Johor, MalaysiaFaculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Parit Raja, Batu Pahat, Johor, MalaysiaAugmented Reality (AR) marketing is a novel and creative way to market products and services. However, there are concerns about its marketing effectiveness as it is still immature to take over the place of traditional marketing method. Hence, this study was aimed to identify the issues and drivers of employing AR, in marketing, and to study the future trend of AR marketing in Malaysia. Foresight methodology tool, the Social, Technological, Environmental, Economic, Political, and Values (STEEPV) method was used in identifying the issues and drivers of employing AR in marketing. Furthermore, an impact⁻uncertainty analysis was used to identify the top two drivers of the subject. The top two drivers identified were the “need for interrelation between the virtual and the real word„ and “technological knowledge generation„ with the highest statistical mean vote for impact and uncertainty, respectively. The development of scenario analysis was constructed in correspondence with the top two drivers which gave insights into the four alternative possibilities in the time horizon of 5 to 10 years. The drivers must coexist in order to generate potential scenarios for the development and sustainability of AR marketing in Malaysia.https://www.mdpi.com/2076-0760/7/11/224augmented reality (AR)STEEPVmarketingforesight |
| spellingShingle | Choon Ching Ng Chandrashekar Ramasamy Augmented Reality Marketing in Malaysia—Future Scenarios Social Sciences augmented reality (AR) STEEPV marketing foresight |
| title | Augmented Reality Marketing in Malaysia—Future Scenarios |
| title_full | Augmented Reality Marketing in Malaysia—Future Scenarios |
| title_fullStr | Augmented Reality Marketing in Malaysia—Future Scenarios |
| title_full_unstemmed | Augmented Reality Marketing in Malaysia—Future Scenarios |
| title_short | Augmented Reality Marketing in Malaysia—Future Scenarios |
| title_sort | augmented reality marketing in malaysia future scenarios |
| topic | augmented reality (AR) STEEPV marketing foresight |
| url | https://www.mdpi.com/2076-0760/7/11/224 |
| work_keys_str_mv | AT choonchingng augmentedrealitymarketinginmalaysiafuturescenarios AT chandrashekarramasamy augmentedrealitymarketinginmalaysiafuturescenarios |