To Be Real, or Not To Be Real, That Is The Question: A Content Analysis of Augmented Reality Articles in Advertising and Marketing Journals from 2017 to 2021

Year 2022, Volume: 2 Issue: 1, 66 - 86, 29.06.2022

Damla Karşu Cesur

Abstract

This study focuses on 24 published augmented reality (AR) articles in top-tier SSCI indexed advertising and marketing journals with high SJR rankings between 2017 and 2021. Employing a content analysis frame of Yale and Gilly (1988), the study aims to provide insight for further AR-related research that could “augment” the advertising and marketing literature. The findings reveal that most of the current articles were related to consumer behavior and primarily addressed scholars and managers. It is also observed that quantitative methodology and experiments were adopted mainly. The most statistical analysis performed in these articles was meditation analysis, while the research respondents were generally students.

Keywords

Augmented Reality, AR, Advertising, Marketing, Content Analysis

Gerçek Olmak ya da Olmamak, İşte Bütün Mesele Bu: Reklamcılık ve Pazarlama Dergilerinde 2017-2021 Yılları Arasında Yayınlanan Artırılmış Gerçeklik (AG) Makalelerine Yönelik İçerik Analizi

Abstract

Bu çalışma SSCI indeksinde taranan ve en yüksek SRJ sıralamasına sahip reklamcılık ve pazarlama dergileri kapsamında, 2017-2021 yılları arasında yayınlanan ve artırılmış gerçeklik konulu (AG) 24 makaleye odaklanmaktadır. Yale ve Gilly'nin (1988) içerik analizi çerçevesini kullanan araştırmanın amacı, reklam ve pazarlama literatürünü “artırabilecek” AG konulu sonraki çalışmalara içgörü sağlamaktır. Elde edilen bulgular gerçekleştirilen araştırmaların çoğunun tüketici davranışları ile ilgili olduğunu, bunun yanı sıra öncelikli olarak reklam ve pazarlama alanındaki akademisyenler ile uzmanlara aynı anda seslendiğini ortaya koymaktadır. Ayrıca yine bu çalışmalarda ağırlıklı olarak nicel yöntemler benimsenmiş olup, deneyler en önde gelen veri toplama aracı olarak belirmektedir. Söz konusu makalelerde en çok aracılık analizlerinin uygulandığı ve katılımcıların genellikle öğrencilerden oluştuğu anlaşılmaktadır.  

Keywords

Artırılmış Gerçeklik, AG, Reklamcılık, Pazarlama, İçerik Analizi, Özdüşünümsel

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