Next Article in Journal
Touching Queerness in Disney Films Dumbo and Lilo & Stitch
Previous Article in Journal
When Academic Technology Fails: Effects of Students’ Attributions for Computing Difficulties on Emotions and Achievement
Article Menu

Export Article

Open AccessArticle
Soc. Sci. 2018, 7(11), 224; https://doi.org/10.3390/socsci7110224

Augmented Reality Marketing in Malaysia—Future Scenarios

Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Parit Raja, Batu Pahat, Johor, Malaysia
*
Author to whom correspondence should be addressed.
Received: 12 September 2018 / Revised: 2 November 2018 / Accepted: 5 November 2018 / Published: 7 November 2018
(This article belongs to the Section Social Economics)
Full-Text   |   PDF [589 KB, uploaded 7 November 2018]   |  

Abstract

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. View Full-Text
Keywords: augmented reality (AR); STEEPV; marketing; foresight augmented reality (AR); STEEPV; marketing; foresight
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
SciFeed

Share & Cite This Article

MDPI and ACS Style

Ng, C.C.; Ramasamy, C. Augmented Reality Marketing in Malaysia—Future Scenarios. Soc. Sci. 2018, 7, 224.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Soc. Sci. EISSN 2076-0760 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top