عنوان مقاله [English]
Introduction: The theory of uses and gratifications, developed by Blamer and Katz (1974), is one of the major theories of media, mass media, and new communication technologies. According to this theory, people in the media and communication technologies look for the content that they best enjoy. One of the main concepts and assumptions of the theory of uses and gratifications is the activeness of the audience. In other words, the audience seeks to meet their needs, gain gratification and satisfaction in using the media. It is believed that the choice of media provides the desired satisfaction (Kharazi et al., 1400). New communication technologies have had a significant effect on the speed of business development and increased competitiveness domestically and internationally (Klimovets, 2017). One of the key factors determining the ability of a company to compete successfully in marketing is the use of new communication technology. The last two decades experienced the rapid development of new communication technologies. Digital tools and applications are evolved almost every day. The rapid advancement of technology in hardware and downsizing and processing power has made it possible to develop tools that allow users to experience new "types of virtual reality" (Shen et al., 2022). The global augmented reality market for 2014-2018 shows that this market has grown by an average of 130% per year (Klimovets, 2018). AR / VR technologies are advancing rapidly with artificial intelligence and automation. In the future, augmented reality technology, due to its attractiveness and potential, will be actively used in innovative projects (Klimovets, 2017). Augmented reality (AR) technology has emerged as one of the main trends in the digital market in recent years (Wang, 2021). A growing series of research has addressed marketing-related issues surrounding this new technology (AR) (Kumar, Ramachandran, & Kumar, 2021). Augmented reality technology is an effective tool for direct sales and marketing and provides an optimal solution to marketing problems. Marketing with this new technology (AR) represents a new, potential and influential sub-discipline in marketing.
Methodology: The current research is developmental in terms of purpose because the role of augmented reality technology in advertising is exploratory. In addition, in terms of the data type, it is qualitative research. Interviewing was selected among the different methods of data collection in qualitative research under COVID-19 conditions and the impossibility of coordinating with several experts in simultaneous meetings and recording their knowledge and expertise about the new technology (augmented reality) in advertising. In this study, due to the novelty of the subject of the interviews (i.e., augmented reality technology), it was preferred to ask specific and directional questions with regard to the lack of prior mentality about the subject of the semi-structured interviews. After an in-depth review of the advertising literature and augmented reality technology according to the main research questions, the main open-ended interview questions were designed according to the model (5M). The statistical population of the research consisted of advertising companies in the field of augmented reality technology
Results and Discussion:
Theme 1: Mission: The use of new technologies in the advertising industry requires fulfilling the goals that are in line with the marketing policies of companies and organizations. Goals in advertising fall into three categories including goals with a focus on the customer, goals with a focus on the market, and goals with a focus on the results. Mostly, people between the ages of 18 and 70, including our young and middle-aged population, are among the targets of our augmented reality technology advertising.
Theme 2: Message: The use of any technology must be of effect on the audience and deliver a message to a specific audience with clarity and transparency. In addition, the transmitted message must be able to solve the problems and mental concerns of the target audience. According to one expert, "Using augmented reality technology, by engaging the audience's emotions and showing the intricacies and subtleties of the product or service, has been able to raise the awareness of the audience and continuously accompany them by creating attractiveness”.
Theme 3: Media: Media and distribution channels of advertising messages have very important roles in attracting the audience. It should be noted that the first point of contact of any company or organization with the customer is through communication channels, which is a formidable reason as why more attention should be paid to media and channels of advertising messages. On the other hand, the need to design a content publishing calendar and pay attention to the limitations are significant issues in the review of advertising media.
Theme 4: Money: The use of any new technology in marketing-related topics requires money and the creation of optimal advertising methods. It should be noted that the use of augmented reality technology can reduce unnecessary costs to some extent and increase effectiveness to an acceptable level. According to one expert, "the use of augmented reality has been able to optimize advertising, to largely prevent the allocation of heavy budgets online and offline to advertising”. It is suggested that part of the profits of companies be allocated to updating this technology, so reasonable budgets are allocated to the marketing department of companies annually.
Theme 5: Measurement: Spending more on the new technologies section requires reviewing and measuring the effectiveness of these technologies in the field of advertising. In this regard, two important tests should be considered. The first is a pre-test, which measures the effectiveness of an ad before using the technology, and the second is a post-test, which measures the effectiveness of an advertisement after using that technology.
Conclusion: This study has introduced new concepts of advertising in the use of augmented reality technology. It provides the basis for explaining its concept and setting marketing strategies at a high level.