Augmented Reality technology application in advertising and marketing

Subject Areas : Journal of Cultural Management

tahere saedi ¹ , raha kharazi azar ² , afsaneh mozafari ³

1 - communication group, IAU . science and research Teharan branch
2 - Assistant Prof., Faculty of Humanities and Social Sciences, Islamic Azad University Science and Research Branch ,Tehran, Iran.
3 - Assistant Prof., Faculty of Humanities and Social Sciences, Islamic Azad University Science and Research Branch ,Tehran, Iran.

Received: 2018-03-15 Accepted : 2018-09-03 Published : 2019-06-22

Keywords: Advertising, marketing, Augmented Reality,

Abstract :

Augmented reality technology usage in electronic public relations, is the Communication PhD Thesis of Islamic Azad University of Science and Research. In this study that is researched in survey method, the view of 140 academics and IT professionals, IT journalists and PR professionals is collected, and discussed in detail, about augmented reality technology applications in electronic public relations in public and private devices Augmented reality is a real phenomenon which is watched on cellphones or tablets or smart glasses that visual information, audio and video information from the computer or GPS is added to it. This technology usage has been developed recently in different activities such as public relations and advertising and entertainment industry. It is used also in media technology, medicine, industry, education, tourism, advertising and social activities Researcher has 4 hypotheses for this study: 1. Augmented Reality technology helps companies and organizations to offer their products and services better and more understandable to customers.2. Wearable stuffes such as smart glasses based on augmented reality technology are the most important applications in exhibitions.3. there is a significant relation between using of augmented reality technology in the process of advertising and branding and public relations managers awareness of the applications of this technology.4. The use of augmented reality technology attracts more teenagers and young audience and customers. All hypotheses are confirmed. Based on the present research results, it is needed to justify systems and culturing people in order to be more operational and easy to use of this technology.