Implementation of Augmented Reality in Media Advertising in Kenya
Abstract
Augmented Reality (AR) is an emerging interactive technology with high potential to contribute to the
competitive advantage of an organization, enabling consumers to obtain rich product experiences using
virtual information before a purchase. In order to maintain their competitive advantage, the media
advertising industry is required to continuously come up with innovative systems and offerings such as
AR.
Considering that implementation is a complex task due to the technical variables, human resources and
monetary required, media advertising firms need to ensure successful AR innovation implementation to
gain the expected benefits. This study was aimed at assessing the determinants of AR technology
innovation implementation effectiveness in media advertising in Kenya.
The study employed a descriptive survey with both qualitative and quantitative data.
The findings showed that top management support, implementation climate, implementation policies
and practices, human resource availability, and financial resource availability were important factors to
AR implementation effectiveness.
The findings highlight the significance of the factors to be taken into consideration and verify
implications for the implementation of AR technology. As a result, media advertising firms must take
these elements into account. Future study can be done to increase the accuracy and dynamism of the
suggested model by including more factors.
The study stresses the importance of AR technology in advertising and what elements firms ought to
consider to facilitate successful implementation of this interactive technology for better value
delivery. The findings add to the body of knowledge about the use of AR technology.
The research examined AR implementation in the context of Kenyan media advertising industry where
AR technology implementation is still at an initial stage and therefore a limitation.
Publisher
University of Nairobi
Subject
Media AdvertisingRights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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