User perception on Mobile Augmented Reality as a marketing tool

Advancement in mobile information technology and the rapid growth of Internet over the past decade have substantially changed the end-user interacting environment. Therefore, it is appropriate to review the measures of user perception with latest information systems technology, especially in a mobil...

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Main Authors: Irshad, S., Awang, D.R.B.
Format: Conference or Workshop Item
Institution: Universiti Teknologi Petronas
Record Id / ISBN-0: utp-eprints.30501 /
Published: Institute of Electrical and Electronics Engineers Inc. 2016
Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85010402368&doi=10.1109%2fICCOINS.2016.7783198&partnerID=40&md5=3edd9673f812827b638f587055fcb753
http://eprints.utp.edu.my/30501/
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id utp-eprints.30501
recordtype eprints
spelling utp-eprints.305012022-03-25T07:09:26Z User perception on Mobile Augmented Reality as a marketing tool Irshad, S. Awang, D.R.B. Advancement in mobile information technology and the rapid growth of Internet over the past decade have substantially changed the end-user interacting environment. Therefore, it is appropriate to review the measures of user perception with latest information systems technology, especially in a mobile-based augmented reality environment, that has completely revolutionized the way of accessing and interacting with information thus invoking new experiences for users all around the world. The objective of this research is to investigate the perceived user perception of Mobile Augmented Reality (MAR). The results of this study show a remarkable positive perception of respondents regarding MAR in advertisement and marketing. © 2016 IEEE. Institute of Electrical and Electronics Engineers Inc. 2016 Conference or Workshop Item NonPeerReviewed https://www.scopus.com/inward/record.uri?eid=2-s2.0-85010402368&doi=10.1109%2fICCOINS.2016.7783198&partnerID=40&md5=3edd9673f812827b638f587055fcb753 Irshad, S. and Awang, D.R.B. (2016) User perception on Mobile Augmented Reality as a marketing tool. In: UNSPECIFIED. http://eprints.utp.edu.my/30501/
institution Universiti Teknologi Petronas
collection UTP Institutional Repository
description Advancement in mobile information technology and the rapid growth of Internet over the past decade have substantially changed the end-user interacting environment. Therefore, it is appropriate to review the measures of user perception with latest information systems technology, especially in a mobile-based augmented reality environment, that has completely revolutionized the way of accessing and interacting with information thus invoking new experiences for users all around the world. The objective of this research is to investigate the perceived user perception of Mobile Augmented Reality (MAR). The results of this study show a remarkable positive perception of respondents regarding MAR in advertisement and marketing. © 2016 IEEE.
format Conference or Workshop Item
author Irshad, S.
Awang, D.R.B.
spellingShingle Irshad, S.
Awang, D.R.B.
User perception on Mobile Augmented Reality as a marketing tool
author_sort Irshad, S.
title User perception on Mobile Augmented Reality as a marketing tool
title_short User perception on Mobile Augmented Reality as a marketing tool
title_full User perception on Mobile Augmented Reality as a marketing tool
title_fullStr User perception on Mobile Augmented Reality as a marketing tool
title_full_unstemmed User perception on Mobile Augmented Reality as a marketing tool
title_sort user perception on mobile augmented reality as a marketing tool
publisher Institute of Electrical and Electronics Engineers Inc.
publishDate 2016
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-85010402368&doi=10.1109%2fICCOINS.2016.7783198&partnerID=40&md5=3edd9673f812827b638f587055fcb753
http://eprints.utp.edu.my/30501/
_version_ 1741197417508765696
score 11.62408

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