تأثير استخدام الشركات التجارية لتطبيقات التسويق المعزز للواقع على خبرة المستهلك بالعلامة التجارية

Abstract EN

Marketing Augmented Reality applications on the consumer's experience of the brand, by testing a set of intermediate variables, such as the attitude towards the App of Augmented Reality and perceived creativity in the application.

This study also sought to know the influence of the consumer experience, resulting from Its interaction with AR applications on the attitude towards the brand, the study depended on Semi-experimental method by using Single group design, and the sample size was single (63), and this study was applied to a sample of companies employing different techniques from Augmented reality marketing applications such as (QR code) employed by Juhayna, Markless, which allows to identify the environment in which it is located, which is employed by «Ikea», and the of applications launched by brands such as the application of the company «L'Oreal», which allows to try the company's products by uploading a user photo on this application, It was found from the results of the hypothesis tests that there is a statistically significant correlation between the attitude towards applications of Augmented Reality Marketing and the experience formed regarding the brand.

Also, it was found that there is a statistically significant correlation between the perceived degree of creativity for the application of augmented reality and the brand experience, as well as it was found that there is a statistically significant correlation between the experience formed regarding the brand and resulting from the interaction with the applications of Marketing Augmented Reality of the brand and the attitudes towards it.