The purpose of this study is to examine the impact of augmented reality advertising characteristics (AR Ad) on purchasing intention in the Egyptian furniture industry. Accordingly, literature is reviewed, and secondary data regarding augmented reality advertising are gathered. Thereafter, a quantitative method is conducted using a post-test experimental design with a non-probability quota sample to collect data for the current study and determine the causal effect of AR Ad on purchasing intention. Over a period of two months, a single cross-sectional design is employed to gather the self-administered offline questionnaire from 400 Egyptian young adult (millennials) participants. Moreover, the data is analyzed using SPSS v.24. The findings reveal that Ad in an AR context is more influential in stimulating purchasing intentions than Ad in a non-AR context. Accordingly, augmented reality advertising characteristics has a positive impact on purchasing intention in the Egyptian furniture industry.
Kamel, T., Elsayed, O., & Enaba, H. (2022). The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention. The Academic Journal of Contemporary Commercial Research, 2(3), 47-74. doi: 10.21608/ajccr.2022.277218
MLA
Tamer Sayed Kamel; Ola Tarek Elsayed; Hala M. L. Enaba. "The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention", The Academic Journal of Contemporary Commercial Research, 2, 3, 2022, 47-74. doi: 10.21608/ajccr.2022.277218
HARVARD
Kamel, T., Elsayed, O., Enaba, H. (2022). 'The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention', The Academic Journal of Contemporary Commercial Research, 2(3), pp. 47-74. doi: 10.21608/ajccr.2022.277218
VANCOUVER
Kamel, T., Elsayed, O., Enaba, H. The Impact of Augmented Reality Advertising Characteristics on Purchasing Intention. The Academic Journal of Contemporary Commercial Research, 2022; 2(3): 47-74. doi: 10.21608/ajccr.2022.277218
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