What is it about?
Many brands in the beauty industry, especially those dealing with lipstick products, have adopted AR in their marketing communication, allowing consumers to virtually try on the products using smartphones. This approach aims to create a better experience for the consumers. If consumers have a positive experience, they will develop a positive attitude toward the brand, consequently enhancing purchase intention.
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Photo by Vinicius "amnx" Amano on Unsplash
Why is it important?
The focal question is whether ARM improves upon the existing approaches or just another advertising method, such as traditional online marketing. Studies regarding this question are scarce and this study aims to address the research gap. The lipstick industry is ideal for testing the study objectives and hypotheses, as the perfect lipstick color depends on the initial lip color and the shade of lipstick applied.
Perspectives
This study adopts an empirical narrative to investigate the efficiency of ARM compared to traditional marketing while also exploring the effectiveness of ARM regarding Gen Z’s purchase intention, brand attitude, and perceived risk. Importantly, the research offers an understanding of the mediating role of brand attitude and perceived risk in enhancing purchase intention. Literature regarding ARM is scarce; hence, this study serves as a guideline for future research.
Dr. Smith Boonchutima
Chulalongkorn University
Read the Original
This page is a summary of: The effectiveness of augmented reality in marketing communications on Generation Z consumer behaviour, Fashion Style & Popular Culture, November 2022, Intellect,
DOI: 10.1386/fspc_00152_1.
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