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Augmenting Museum Communication Services to Create Young Audiences

Faculty of Sociology and Communication, Transilvania University of Brasov, Brașov 500036, Romania
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Sustainability 2019, 11(20), 5830; https://doi.org/10.3390/su11205830
Received: 13 September 2019 / Revised: 16 October 2019 / Accepted: 17 October 2019 / Published: 21 October 2019
(This article belongs to the Special Issue Technology-Powered Strategies for Sustainability of Cultural Heritage)
The aim of this paper is to demonstrate how museums use Augmented Reality (AR) to enhance communication services with their audiences and attract new ones. Still, there is no definite answer to how young audiences perceive the educational effects of experiencing this augmented space of communication as an immersive medium. This study is based on a survey of 400 students after they visited an AR technology-enhanced exhibition held by a local history museum. Two stimulus–response marketing scale metrics, widely used to assess TV commercials, were adapted for AR experiences and validated. The mediation analysis revealed an intervening emotional mechanism, in which the multisensory AR experience has educational effects through entertainment and empathy. An improved stimulus–response empirical model is proposed, in which AR technologies, as environmental multisensory stimuli, produce cognitive responses through emotional immersion. The findings have significance in improving how museums encode their message using AR technologies as a secondary communication medium with young audiences. This study could help museum professionals and application developers to find AR implementation solutions as service tools to enhancing user experience by using a widely tested scale for evaluating TV commercials applied to measure AR experiences. View Full-Text
Keywords: augmented reality; education; empathy; engagement; entertainment; young audiences augmented reality; education; empathy; engagement; entertainment; young audiences
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Nechita, F.; Rezeanu, C.-I. Augmenting Museum Communication Services to Create Young Audiences. Sustainability 2019, 11, 5830.

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