آینده صنعت تبلیغات با کاربست فناوری واقعیت افزوده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت رسانه، پردیس البرز، دانشگاه تهران، تهران، ایران

2 استادیار دانشکده مدیریت، دانشکدگان فارابی، دانشگاه تهران، قم، ایران

چکیده

هدف: پژوهش حاضر با هدف بررسی و تحلیل آینده صنعت تبلیغات با استفاده از فناوری واقعیت افزوده (AR) انجام شده است. این تحقیق تلاش می‌کند تا فرصت‌ها و چالش‌های پیش‌روی تبلیغات در عصر واقعیت افزوده را شناسایی کند و راهکارهایی برای بهره‌برداری مؤثر از این فناوری ارائه دهد. هدف نهایی، کمک به ذینفعان صنعت تبلیغات در ایجاد استراتژی‌های نوین و تعاملی‌تر برای بهبود تجربه کاربری و افزایش تعامل مخاطبان است.
روش: در این پژوهش از مرور سیستماتیک ادبیات استفاده شده است. مقالات منتخب با تکنیک تحلیل مضمون ارزیابی و تفسیر شد.
یافته‌های پژوهش: فناوری واقعیت افزوده در حال تغییر شکل صنعت تبلیغات است. AR می‌تواند تعاملات شخصی‌سازی‌شده و محتوای جذاب‌تری را برای مخاطبان فراهم کند، و تبلیغات آینده را به سمت تجربه‌های بیشتر تعاملی و فراگیر سوق دهد. همچنین، چالش‌هایی مانند هزینه‌های پیاده‌سازی، مسائل مرتبط با حریم خصوصی، و نیاز به زیرساخت‌های فنی مناسب شناسایی شده است که باید برای بهره‌برداری بهینه از AR به آن‌ها توجه شود.
نتیجه‌گیری: واقعیت افزوده می‌تواند به‌عنوان یک ابزار کلیدی در تحول صنعت تبلیغات ایفای نقش کند. با بهره‌برداری صحیح از این فناوری، کسب‌وکارها و آژانس‌های تبلیغاتی قادر خواهند بود تا تجربه‌های تبلیغاتی نوآورانه و تعاملی را ارائه دهند که منجر به جذب بیشتر مشتریان و افزایش تعاملات آن‌ها با برندها می‌شود

کلیدواژه‌ها

عنوان مقاله [English]

The Future of the Advertising Industry with the Application of Augmented Reality

نویسندگان [English]

  • Hamed Ghasemi 1
  • Mohammad Reza Jalilvand 2
1 Department of Media Management, Alborz Campus, University of Tehran, Tehran, Iran
2 Faculty of Management, College of Farabi, University of Tehran, Qom, Iran
چکیده [English]

Objective: This study aims to examine and analyze the future of the advertising industry through the application of Augmented Reality (AR). It seeks to identify the opportunities and challenges that lie ahead for advertising in the era of AR and to propose solutions for effective utilization of this technology. The ultimate goal is to assist stakeholders in the advertising industry in developing innovative and more interactive strategies to enhance user experience and increase audience engagement.
Method: A systematic review method was employed in this study, allowing researchers to review, analyze, and categorize prior studies related to the applications of AR in advertising. Scientific articles and research with quantitative, qualitative, and mixed-method approaches in the field of advertising and AR were examined as primary sources.
Findings: The conducted review indicates that AR technology is reshaping the advertising industry. Findings suggest that AR can provide audiences with personalized interactions and more engaging content, steering future advertising towards more interactive and immersive experiences. Additionally, challenges such as implementation costs, privacy concerns, and the need for adequate technical infrastructure have been identified, which must be addressed for optimal AR utilization.
Conclusion: The results of this study suggest that AR can play a pivotal role in transforming the advertising industry. By correctly leveraging this technology, businesses and advertising agencies will be able to deliver innovative and interactive advertising experiences, leading to greater customer attraction and increased engagement with brands.

کلیدواژه‌ها [English]

  • Augmented Reality (AR)
  • Advertising
  • Marketing
  • Systematic Literature review

مراجع

علی آتش ‌سوز، و پریناز رحمانی. ۱۴۰۲. «نقش برنامه‌های واقعیت افزوده موبایل بر استفاده مداوم و قصد خرید توسط مصرف‌کننده.»، مطالعات مدیریت کسب و کار هوشمند.
  داود فیض، فهیمه ماه آورپور، و محمد ابراهیم باقرنژاد حمزه کلایی. ۱۴۰۲. «مدل پنج وجهی تبلیغات بر پایۀ فناوری واقعیت افزوده.»، کاوش های مدیریت بازرگانی
  طاهره ساعدی، رها(زهرا) خرازی آذر، و افسانه مظفری. ۱۳۹۸. «کاربرد فناوری واقعیت افزوده در تبلیغات و بازاریابی.»، مدیریت فرهنگی تابستان.
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