A FORESIGHT STUDY ON AUGMENTED REALITY MARKETING IN MALAYSIA

NG, CHOON CHING (2018) A FORESIGHT STUDY ON AUGMENTED REALITY MARKETING IN MALAYSIA. Other thesis, UNIVERSITI TUN HUSSEIN ONN MALAYSIA.

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Abstract

There is an increase of attention in Augmented Reality (AR) in many aspects including marketing ever since the popularized of Pokémon Go in 2016 as it allows the immersion of virtual world in a realistic setting. While augmented reality marketing is a new and creative way to market the product or services, there is concern on how effective the marketing will be as it is still not mature enough to take over the place 2D marketing. Hence, this study was aimed to identify the issues and drivers of employing augmented reality in marketing and to study the future trend of augmented reality marketing in Malaysia. The mixed approaches of qualitative and quantitative methods were used in the research. Foresight methodology tool, STEEPV method was used in first phase of identifying the issues and drivers of employing augmented reality in marketing. Distribution of questionnaires and SPSS statistical analysis was used to identify the top two issues and drivers of augmented reality marketing in Malaysia in the second phase of the research with impact-uncertainty analysis. The result of the top two drivers are the need for the interrelation between the virtual and real word and technology knowledge generation. The formulation of scenario analysis was constructed in corresponding with the top two drivers which gives insights into four alternative possibilities in the time horizon of the year 2017 to 2027. The top two drivers had a strong correlation where both the need for the interrelation between the virtual and real world and the presence of technology knowledge generation must coexist in order to generate the positive scenario for the development and sustainability of technology and marketing sector. Hence, this research helps to spread awareness of the future possibilities in the marketing scene and the formulation of contingency plan for the possibilities.

Item Type: Thesis (Other)
Uncontrolled Keywords: AUGMENTED REALITY (AR), MARKETING, FORESIGHT, STEEPV
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Technology Management and Business > Department of Management and Technology
Depositing User: PSM Coordinator BPA
Date Deposited: 08 Mar 2018 17:27
Last Modified: 08 Mar 2018 17:27
URI: http://ethesis.uthm.edu.my/id/eprint/264

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