COMM2669 –

CRITICAL ENQUIRY
IN MEDIA AND
COMMUNICATION
Annotated Bibliography
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COVER SHEET for SUBMISSION of ASSIGNMENTS
Course Name: Course Code: Department Date Stamp
Critical Enquiry in Media and
COMM2669
Communication
Assignment Title: Assignment Due Date:
Annotated Bibliography August 22, 2021
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Dr John Postill August 22, 2021 (For Office use only)
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1) Trinh Chi Trung S3461765 1
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 Annotated Bibliography
Research Title: The Impact of Augmented Reality marketing applications on customer
purchase intention.

Abrar, K 2018. ‘Impact of Augmented Reality on Consumer Purchase Intention with the
Mediating role of Customer Brand Engagement: Moderating role of Interactivity in Online
Shopping’, Bahria University Journal of Management & Technology, vol.1, no.2, pp. 64-80.

Using convenience sampling technique and survey strategy to carry out an online study among 490
participants, Abrar attempted to examine the impact of augmented reality (AR) applications on
customer purchase intention in online shopping, with customer brand engagement as the mediator
and interactivity as the moderator. While consumer engagement somewhat mediates the link
between AR apps and purchase intention, the moderating effects of interactivity on this intervention
are considerable, according to Abrar's results. He concluded that AR can promote both brand
engagement and purchase intention among people who can understand and interact with this
technology. The research also foresaw the possibility of using AR to grab customer attention. Abrar’s
research is a useful starting point for those who seek to explore the possible implications of AR in
marketing and communication, however, some limitations also exist within the study. Firstly, in
examining the moderating role of interactivity, the study’s results do not correspond with Abrar’s
conclusion to some extent. Secondly, the area of research is limited to only electronic household
equipment. Finally, Abrar’s method can affect the validity of his findings. Despite these drawbacks,
this study will be useful for my project since it identifies a critical moderating element (interactivity)
that influences the relationship between AR usage and purchase intent.

Javornik, A 2014, ‘Classifications of Augmented Reality Uses in Marketing’, 2014 IEEE

International Symposium on Mixed and Augmented Reality - Media, Art, Social Science,
Humanities and Design, pp. 67-68.  

Javornik's research seeks to uncover the most up-to-date applications of augmented reality (AR) in
marketing by compiling and assessing 51 existing AR marketing examples. It also sought to
categorize current AR applications based on several dimensions including augmentation intensity,
marketing functions, and consumption scenarios. In terms of marketing functions, the findings
indicated that AR are mostly utilized for advertising/promotion, customer support, and product
management. In terms of consumption scenarios, private use of AR via smart devices are more
frequent than public uses. In terms of augmentation’s intensity, augmentation can happen on various
levels, with personalization on medium levels and interactivity on high levels. Being one of the first
few attempts to classify AR marketing applications, Javornik’s work is a great contribution to the
existing literature, helping marketing practitioners to utilize this technology more precisely. The fact
that this study was done over a decade ago may limit its applicability in today's marketing scene.
This research, on the other hand, will be beneficial for my project because it offers general
understanding of AR applications in marketing as well as some initial thoughts for hypothesis
development.   
Kowalczuk, P, Siepmann, C & Adler, J 2021, ‘Cognitive, affective, and behavioral consumer
responses to augmented reality in e-commerce: A comparative study’, Journal of Business
Research, vol 124, pp. 357-373.

The study developed a complete consumer response model for assessing the utility of augmented
reality in eliciting emotive and cognitive reactions in consumers, which then lead to behavioral
changes. For model testing, an experiment was conducted among 400 participants. During this
experiment, participants were exposed to two different forms of online product presentations, IKEA
Place app and IKEA mobile website in particular, while their ultimate reactions were recorded and
compared. The study’s findings showed that AR surpasses websites in generating affective
(immersion and enjoyment) responses, while the web condition outperforms the AR condition in
terms of cognitive (media usefulness and choice confidence) responses. Furthermore, the findings
revealed that emotional and cognitive consumer reactions play a mediating role in the relationship
between AR apps and behavioral consumer responses (reuse and purchase intention). This study
made a significant contribution to the existing literature by addressing and filling in multiple research
gaps within the field of AR and AR marketing applications. Although the convenience sampling
technique could affect the validity and the generalizability of the results, the study is valuable for both
scholars seeking a better understanding of AR and practitioners trying to improve the quality of their
AR marketing practices. This study will be beneficial for my project as it lays the groundwork for my
research and provides a vast range of potential research directions.

Pantano, E, Rese, A & Baier, D 2017, ‘Enhancing the online decision-making process by
using augmented reality: A two country comparison of youth markets’, Journal of Retailing
and Consumer Services, vol.38, pp. 81-95.

The purpose of this paper is to explore the impact of AR technologies on consumer behavior in
online retail using an extended version of the technology acceptance model. Several new technology
aspects which include information and aesthetic quality, interactivity, and response time have been
added to the new model. To test the model, a comparative experiment using virtual try-on (virtual
mirror for glasses product) was conducted among 318 young consumers from two different markets
with different cultural settings and economic statuses (German and Italy). Despite these cultural and
economic disparities, the findings suggest that there are more parallels than differences amongst
markets. In general, the added technology aspects have direct impacts on perceived ease of use,
enjoyment, and usefulness. In addition, attitude towards AR usage in e-commerce is directly
influenced by perceived usefulness and perceived enjoyment in both markets, while attitude is also
shown to have a direct positive impact on AR usage (for supporting buying decision) intention.
These findings signified the impact of AR on consumer’s online purchase intention. This study is a
great contribution to the overall understanding of AR technology in e-commerce settings, despite
some limitations regarding sample profile. In terms of my research, this study informs me of several
factors that could affect the relationship between AR application and consumer’s purchase intention,
such as the differences in culture, economic status, and technological diffusion among consumers. It
also suggests a way for improving the generalizability of research findings by conducting cross-
cultural studies.   
Stoyanova, J, Brito, P, Georgieva, P & Milanova, M 2015, ’Comparison of consumer purchase
intention between interactive and Augmented Reality shopping platforms through statistical
analyses’, 2015 International Symposium on Innovations in Intelligent SysTems and
Applications, pp. 1-8.

The study examines the capabilities of different digital retail platforms, namely Plain Interactive,
Marker-based AR, and Markerless AR, in influencing customer's perception and buying intent. The
main aim of the study is to determine whether AR-integrated shopping platforms provide any
competitive edge regarding favorable attitude and stronger buying intent to an advertised good.
Furthermore, it also seeks to understand whether engagement with a different platform influences
the relationship between AR advertising and advertising efficacy and whether brand attitude
influences consumer assessment of advertising efficacy. For data collection, laboratory experiments
with different settings (Plain Interactive, Marker-based, and Markerless AR platforms) were
conducted consecutively on 150 participants. According to the results, in terms of user acceptance,
Markerless AR and Marker-based AR surpass the Plain Interactive platform, with Markerless AR
receiving the most approvals. The findings also signify the impact of brand attitude on consumer
assessment of advertising effectiveness. Even though this study filled in multiple research gaps
within the existing AR literature, some of its proposed questions were left unanswered. The
presentation of ideas and discussions in this paper is also relatively unclear. Despite these
limitations, this study is still useful for my project since it emphasizes the necessity of classifying AR
types, as various forms of AR might have varying levels of influence on customer purchase intent.

Sung, E 2021, ‘The effects of augmented reality mobile app advertising: Viral marketing via
shared social experience’, Journal of Business Research, vol. 122, pp. 75-87.

This study aims at examining AR advertising capabilities in the holiday mobile app marketing
context. It attempted to analyze consumer responses toward AR mobile app advertising by
evaluating shared social experience and purchase intentions using the experience economy theory.
To improve the generalizability of its findings, a preliminary study was conducted on 62 university
students in the US while the primary study focused on general consumers in the same country. In
general, the results from both studies signified the positive impact of AR-facilitated immersive new
brand experience on shared social experience and purchase intention. AR advertising satisfaction is
also shown to positively influence consumer’s behavioral responses in both studies, however, the
effect is stronger among the student sample. Despite being limited to the food and beverage context,
this study contributes to the existing AR literature by examining not just the impact of shared social
experience in consumers' responses to holiday mobile app ads, but also the efficacy of mobile AR
advertising as a marketing strategy. This study is useful for my research since it reveals the possible
moderating roles of consumer characteristics such as age and familiarity with technology in the
relationship between AR application and purchase intention.

Watson, A, Alexander, B & Salavati, L 2020, ‘The impact of experiential augmented reality
applications on fashion purchase intention’, International Journal of Retail & Distribution
Management, vol. 48, no. 5, pp. 433-451.

This comparative study was conducted among 162 participants to explore the impact of augmented
reality on consumer’s affective and behavioral responses, as well as to examine the moderating
function of hedonic motivation in this relationship. An experiment with and without AR as a factor of
influence was carried out. According to the findings, augmentation might enhance purchase intent by
eliciting more favorable emotional reactions from consumers. Consumers with high levels of hedonic
motivation are found to have higher positive affective responses under the augmentation condition,
highlighting the moderating effect of hedonic drive. This study is useful for individuals interested in
learning more about the potential of AR applications in the retail industry, particularly in the beauty
and fashion retail categories where hedonic experiences are valued more. However, there are a few
drawbacks to be aware of. While the convenience sampling technique could affect the validity and
the generalizability of the research’s findings, using only one augmentation technique (virtual mirror)
in the experiment could also limit the research’s richness. Despite these limitations, this study will
still be useful for developing my project’s research design thanks to its relevance and adaptable
comparative approach.

Whang, J, Song, J, Choi, B & Lee, J 2021, ‘The effect of Augmented Reality on purchase
intention of beauty products: The roles of consumers’ control’, Journal of Business
Research, vol. 133, pp. 275-284.

The goal of this study is to analyze the potential mediating variables in the relationship between
consumers' AR experience and their purchasing intent, as well as exploring the AR experience's
boundary conditions. Two different tests were conducted. The results suggested that AR experience
can positively affect consumer’s purchase intent through cognitive control. Specifically, it is easier for
online/mobile shopping consumers under the AR condition to understand the product and anticipate
its performance, which consequently enhances their buying intent. It also highlighted the moderating
role of peer communication in the relationship between AR experience and cognitive control. By
bringing the consumer control concept into consideration, this study makes some contributions to the
existing literature on AR technology. However, it is a quite complex piece of work for novice
researchers. Also, the use of lipstick as the stimulus in the experiments could affect the
generalizability of the research’s findings, as it is a gender-specific product. Despite its complexity,
the study will still be useful for my research as it offers a unique point of view on how AR
applications could influence consumer’s purchase intentions.