Article


DOI :10.17064/iuifd.289367   IUP :10.17064/iuifd.289367    Full Text (PDF)

AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY

Banu Küçüksaraçİdil Sayımer

The aim of this study is to explore the impact of mobile AR applications on Turkish consumers as experimental marketing tool and accordingly the benefits to the brand. Focus group method was used for the research which was conducted with 12 students from Faculty of Communication of Kocaeli University. Cafe Crown and Laviva brands of Ulker Group were the selected brands and their AR campaigns that run via Blippar were used at focus group discussions. Findings show that participants don’t have any knowledge concerning AR technology and /or campaigns and haven’t used it before. According to the experience values that emerged after the participants were exposed to the AG technologies for the first time in focus group study; perceived value and emotional value are positive and functional value is negative perception. In the survey, the impact of AR campaign practices on brand attitude creation was also questioned. Findings show that AR campaign applications applications had no significant effect on creating brand attitudes, brand perception and purchasing behavior but they were effective on providing brand talk (WOM effect).

DOI :10.17064/iuifd.289367   IUP :10.17064/iuifd.289367    Full Text (PDF)

DENEYİMSEL PAZARLAMA ARACI OLARAK ARTIRILMIŞ GERÇEKLİK: TÜRKİYE’DEKİ MARKA DENEYİMLERİNİN ETKİLERİ ÜZERİNE BİR ARAŞTIRMA

Banu Küçüksaraçİdil Sayımer

Bu çalışmada, Türkiye’deki markaların deneyimsel pazarlama aracı olarak kullandığı mobil artırılmış gerçeklik (AG) uygulamalarının tüketici üzerindeki etkisi ve markaya sağladığı yararların keşfedilmesi amaçlanmıştır. Çalışmanın alan araştırmasında odak grup yöntemi kullanılmıştır. Kocaeli Üniversitesi İletişim Fakültesi öğrencilerinden oluşan 12 kişiyle gerçekleştirilen odak grup görüşmelerinde, Blippar aracılığıyla Türkiye’de gerçekleştirilen Ülker markasına ait Cafe Crown ve Laviva AG kampanyaları örnek olarak seçilmiştir. Araştırma bulgularına göre katılımcıların AG teknolojisi ve/veya kampanyalarıyla ilgili bilgilerinin olmadığı ve daha önce kullanmadıkları tespit edilmiştir. Katılımcıların odak grup çalışmasında AG teknolojilerine ilk kez maruz kalmalarından sonra ortaya çıkan deneyim değerlerine göre; algılanan değer ve duygusal değer pozitif, işlevsel değer negatif algı yönündedir. Araştırmada, AG kampanya uygulamalarının markaya yönelik tutum yaratma üzerindeki etkisi de sorgulanmış ve söz konusu uygulamaların marka algısı ile satın alma davranışı üzerinde anlamlı bir etkisinin bulunmadığı, ancak marka hakkında konuşulmasını sağlama (WOM etkisi) konusunda etkili olduğu saptanmıştır.


PDF View

References

  • Azuma, R.T. (1997). A survey of augmented reality. Presence: Teleoperators and virtual environments, 6(4), 355-385. google scholar
  • Batı, U. (2013). Markethink ya da Farkethink, Deneyimsel Pazarlama ve Duyusal Markalama. 2. Baskı. İstanbul: Ece Bilişim Yayıncılık. google scholar
  • Baudrillard, J. (2004). Tüketim Toplumu. (H. Deliçaylı & F. Keskin, Trans.). İstanbul: Ayrıntı Yayınları. (Original work published 1996). google scholar
  • Billinghurst, M. (2002). Augmented reality in education. Seattle WA: New Horizons for Learning - Technology in Education. google scholar
  • Binark, M. (2009). Yeni Medya Dolayımlı İletişim Ortamında Olanakların ve Ol(a)mayanların Farkında Olmalı. Evrensel Kültür, 216, 60-63. google scholar
  • Bulearca, M. & Tamarjan, D. (2010). Augmented reality: A sustainable marketing tool? Global Business and Management Research: An International Journal, 2(2&3), 237-252. google scholar
  • Café Crown’un Selçuk Erdem’li Blippar Kampanyası. (2015). Retrieved October 18, 2015 from http://bigumigu.com/haber/cafe-crown-un-selcuk-erdem-li-blippar-kampanyasi google scholar
  • Chou, H. J (2009). The Effect of experiential and relationship marketing on customer value: A case study of ınternational american casual dining chains in Taiwan. Social Behavior and Personality, 37(7), 993-1008. google scholar
  • Çocukla yaşamın en keyifli hali “3D teknolojisiyle” 2014 IKEA kataloğunda. (2015). Retrieved October 18, 2015 from http://cdn.ikea.com.tr/basin-odasi/basin-bultenleri/2013/cocukla-yasam.pdf google scholar
  • Dunleavy, M., Dede, C. & Mitchell, R. (2009). Affordances and limitations of immersive participatory augmented reality simulations for teaching and learning. Journal of Science Education and Technology, 18(1), 7-22. google scholar
  • En İyi Artırılmış Gerçeklik Uygulamaları, (2015). Retrieved October 17, 2015 from http://www. dijitalajanslar. com/artirilmis-gerceklik-uygulamalari/ google scholar
  • Eyüboğlu, E. (2011). Augmented reality as an exciting online experience: Is it really beneficial for brands? International Journal of Social Sciences And Humanity Studies, 3(1),113-123. google scholar
  • Güzel, F.Ö. & Papatya, N. (2012). Duygusal Arayışların Pazarlamayla Dansı: Deneyim Pazarlaması Kavramsal Bir Analiz. İşletme Araştırmaları Dergisi, 4(4), 109-125. google scholar
  • Holbrook, M. B. & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, And Fun. Journal of Consumer Research, 9(2), 132-140. google scholar
  • Howard, E. (2007). New shopping centres: Is leisure the answer? International Journal of Retail & Distribution Management, 35(8), 661-672. google scholar
  • IKEA, 2014 Kataloğunda Artırılmış Gerçekliğe Geçti, (2015). Retrieved October 17, 2015 from http://sosyalmedya.co/ikea-2014-katalog-artirilmis-gerceklik/ google scholar
  • Jensen, G.C.H. (2013). The Effective use of augmented reality in advertising communications. (Unpublished Master thesis). Gordon Institute of Business Science, University of Pretoria, South Africa. google scholar
  • Johnson, L., Smith, R., Willis, H., Levine, A. & Haywood, K. (2011). The 2011 Horizon Report. Austin, Texas. Retrieved from https://waynedev.uakron.edu/dotAsset/d252d696-2a99-4102- 80104fc103846b0d.pdf. google scholar
  • Küçüksaraç, B. & Küçüksaraç, H. (2014). Sosyal Medya Pazarlamasında Deneyim Yaşatma: Popüler Bloglarda Deneyimsel Pazarlama Pratiklerinin Yansımaları. I. Uluslararası İletişim Bilimi ve Medya Araştırmaları Kongresi (725-752). Kocaeli: Kocaeli Üniversitesi İletişim Fakültesi. google scholar
  • L’Oréal Paris Artırılmış Gerçeklik Uygulaması: Makeup Genius, (2015). Retrieved October 17, 2015 from http://www.dijitalajanslar.com/loreal-paris-artirilmis-gerceklik-uygulamasi-makeup-genius/ google scholar
  • Liao, T., & Humphreys, L. (2014). Layar-ed places: Using mobile augmented reality to tactically reengage, reproduce, and reappropriate public space. New Media & Society. doi:10.1177/1461444814527734. google scholar
  • Lin, H., Yuan, J., Sohn, E. & Huang, H. (2011), Multidimensional model of customer-based brand equity and its application to the religious events: The Case of mazu. Retrieved from http:// scholarworks.umass.edu/cgi/viewcontent.cgi?article=1250&context=gradconf_hospitality google scholar
  • Marshall Artırılmış Gerçeklik Uygulaması: Visualizer. (2015). Retrieved October 18, 2015 from http://www.dijitalajanslar.com/marshall-artirilmis-gerceklik-uygulamasi-visualizer/ google scholar
  • Menteth, S.H., Wilson, H. & Baker, S. (2006). Escaping the Channel Slio: Researching the New Consumer. International Journal of Marketing Research, 48(4), 418-420. google scholar
  • Milgram, P. & Kishino, F. (1994). A Taxonomy of Mixed Reality Visual Displays. IEICE Transactions on Information and Systems, 77(12), 1321-1329. google scholar
  • Miller, C. (2012). Mobile augmented reality: Entertainment, LBS & retail strategies 2012–2017. Basingstoke: Juniper Research. Retrieved from http://www.shoutwiki.com/w/images/wearable/7/75/Augmenting_ reality_enhancing_mobile.pdf. google scholar
  • Odabaşı, Y. (2004). Postmodern Pazarlama: Tüketim ve Tüketici. İstanbul: MediaCat. google scholar
  • Odabaşı, Y. (2007). Pazarlama İletişiminde Yeni Yönelimler, Yeni Uygulamalar. Pazarlama ve İletişim Kültürü Dergisi, 6/21, 20. google scholar
  • Owyang, J. (2010). The New reality will be augmented. Customer Relationship Management, January, 32-33. google scholar
  • Pavlik, J. V. & Bridges, F. (2013). The emergence of augmented reality (AR) as a storytelling medium in journalism. Journalism & Communication Monographs, 15(1), 4-59. google scholar
  • Pine, G.B. & Gilmore, J. H. (2001). Welcome to the experience economy. Health Forum Journal, September-October, 10-16. google scholar
  • Sanalı gerçek yapan Blippar Türkiye’de! (2015). Retrieved October 17, 2015 from http://www.milliyet.com.tr/sanali-gercek-yapan-blippar/ekonomi/detay/1747378/default.htm google scholar
  • Schmitt, B. (2005). Experiantial marketing gives you a competitive edge. Marketing Wisdom: İnterview, Retrieved from http://www.meetschmitt.com/Media/English/2005.10.15_P!tch%20 Magazine.pdf. google scholar
  • Schmitt,B. (1999). Experiential marketing. Journal of Marketing Management, 15, 53-67. google scholar
  • Somyürek, S. (2014). Öğrenme Sürecinde Z Kuşağının Dikkatini Çekme: Artırılmış Gerçeklik. Eğitim Teknolojisi Kuram ve Uygulama, 4(1), 63-80. google scholar
  • Stapleton, C. B. & Hughes. C. E. (2006). Making memories of a lifetime. In M. Haller, M., Billinghurst, B. H. Thomas (Eds.), Emerging Technologies of Augmented Reality: Interfaces & Design (329-351). London: IDEA Group Inc. google scholar
  • Ülker Laviva’nın Hayat Dolu Dünyası’nın Blippar ile Keşfet!, Retrieved October 17, 2015 from http:// www.ulker.com.tr/tr/ulker-tv/video/ulker-lavivanin-hayat-dolu-dunyasinin-blippar-ile-kesfet google scholar
  • Ülker markalarından Türkiye’de ilk Blippar marka kampanyası, (2015). Retrieved October 18, 2015 from http://www.ulker.com.tr/tr/haberler/haber-detay/ulker-markalarindan-turkiyede-ilk-blippar-marka-kampanyasi google scholar
  • van Krevelen, D. W., & Poelman, R. (2010). A Survey of augmented reality technologies, applications and limitations. The International Journal of Virtual Reality, 9(2), 1-20. google scholar
  • Yıldırım, A. & Şimşek, H. (2006). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayınları. google scholar
  • Yuan, Y.E & Wu, C.K (2008). Relationship among experiential marketing, experiential value and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387-410. google scholar
  • Zachary, W., Ryder, J., Hicinbothom, J., & Bracken, K. (1997). The Use of executable cognitive models in simulation-based ıntelligent embedded training. Proceedings of Human Factors Society 41st Annual Meeting (1118-1122). Santa Monica, CA: Human Factor Society. google scholar

Citations

Copy and paste a formatted citation or use one of the options to export in your chosen format


EXPORT



APA

Küçüksaraç, B., & Sayımer, İ. (2016). AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY. Connectist: Istanbul University Journal of Communication Sciences, 0(51), 73-95. https://doi.org/10.17064/iuifd.289367


AMA

Küçüksaraç B, Sayımer İ. AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY. Connectist: Istanbul University Journal of Communication Sciences. 2016;0(51):73-95. https://doi.org/10.17064/iuifd.289367


ABNT

Küçüksaraç, B.; Sayımer, İ. AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY. Connectist: Istanbul University Journal of Communication Sciences, [Publisher Location], v. 0, n. 51, p. 73-95, 2016.


Chicago: Author-Date Style

Küçüksaraç, Banu, and İdil Sayımer. 2016. “AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY.” Connectist: Istanbul University Journal of Communication Sciences 0, no. 51: 73-95. https://doi.org/10.17064/iuifd.289367


Chicago: Humanities Style

Küçüksaraç, Banu, and İdil Sayımer. AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY.” Connectist: Istanbul University Journal of Communication Sciences 0, no. 51 (Jun. 2025): 73-95. https://doi.org/10.17064/iuifd.289367


Harvard: Australian Style

Küçüksaraç, B & Sayımer, İ 2016, 'AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY', Connectist: Istanbul University Journal of Communication Sciences, vol. 0, no. 51, pp. 73-95, viewed 26 Jun. 2025, https://doi.org/10.17064/iuifd.289367


Harvard: Author-Date Style

Küçüksaraç, B. and Sayımer, İ. (2016) ‘AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY’, Connectist: Istanbul University Journal of Communication Sciences, 0(51), pp. 73-95. https://doi.org/10.17064/iuifd.289367 (26 Jun. 2025).


MLA

Küçüksaraç, Banu, and İdil Sayımer. AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY.” Connectist: Istanbul University Journal of Communication Sciences, vol. 0, no. 51, 2016, pp. 73-95. [Database Container], https://doi.org/10.17064/iuifd.289367


Vancouver

Küçüksaraç B, Sayımer İ. AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY. Connectist: Istanbul University Journal of Communication Sciences [Internet]. 26 Jun. 2025 [cited 26 Jun. 2025];0(51):73-95. Available from: https://doi.org/10.17064/iuifd.289367 doi: 10.17064/iuifd.289367


ISNAD

Küçüksaraç, Banu - Sayımer, İdil. AUGMENTED REALITY AS AN EXPERIMENTIAL MARKETING TOOL: A RESEARCH ABOUT BRAND EXPERIENCE IMPACTS IN TURKEY”. Connectist: Istanbul University Journal of Communication Sciences 0/51 (Jun. 2025): 73-95. https://doi.org/10.17064/iuifd.289367



TIMELINE


Submitted13.04.2016
Accepted22.11.2016
Published Online27.12.2016

SHARE



Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.