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Handheld and wearable smart devices have enabled augmented reality (AR) technologies (ART), including AR hypermedia (ARH) print ads, in which mobile smart devices act as viewfinders to superimpose virtual, hyperlinked, 2-D images over traditional print ads. This study utilizes eight constructs—attitude toward the ad (Aad), informativeness, entertainment, irritation, advertising value, time–effort, novelty, and ad effectiveness—to compare consumer response to three different ad formats, a traditional print ad, a quick response (QR) code hypermedia (QRH) print ad, and an ARH print ad. Results showed the ARH print ad was preferred, yielding higher perceptions of informativeness, novelty, and effectiveness; whereas the QRH print ad resulted in higher irritation; and the traditional print ad resulted in higher time–effort. Theoretical and managerial recommendations are offered based on these findings.
Yaoyuneyong et al. (Sat,) studied this question.