A new reality: Fan perceptions of augmented reality readiness in sport marketing.
Saved in:
| Title: | A new reality: Fan perceptions of augmented reality readiness in sport marketing. |
|---|---|
| Authors: | Goebert, Chad1 (AUTHOR) goebertc@vcu.edu, Greenhalgh, Gregory P.1 (AUTHOR) gpgreenhalgh@vcu.edu |
| Source: | Computers in Human Behavior. May2020, Vol. 106, pN.PAG-N.PAG. 1p. |
| Subject Terms: | Marketing, Sports, Technology, Smartphones, Augmented reality |
| Abstract: | Sport marketers have begun to adopt augmented reality (AR) in an effort to enhance the fan experience. Hence, there is a need to investigate fan perspectives of this new marketing tool. The current study investigated fans' perceptions AR activations within a sport setting. Findings indicated the visual appeal of AR is very influential on fans' intention to use an activation or provide positive word of mouth. While previous research in sport indicated the perceived ease of use of a technology to significantly influence consumers' attitudes toward a technology (Kim and Chiu, 2019), the current study utilized smartphones as the vehicle to provide the AR and ease of use was not found to be significant. Hence, marketers should note that smartphone based AR activations will likely be deemed relatively easy to use as most people are intimately familiar with their phone and there should be a significant focus on ensuring the AR is visually appealing. • Facilitating conditions scores suggest sport fans are primed to access AR activations. • Visual Appeal should be emphasized when developing AR activations in sport settings. • AR activations should complement and not compete with the core sport product. [ABSTRACT FROM AUTHOR] |
| Copyright of Computers in Human Behavior is the property of Pergamon Press - An Imprint of Elsevier Science and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Text: Availability: 0 |
|---|---|
| Header | DbId: ehh DbLabel: Education Research Complete An: 141664663 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
| IllustrationInfo | |
| Items | – Name: Title Label: Title Group: Ti Data: A new reality: Fan perceptions of augmented reality readiness in sport marketing. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Goebert%2C+Chad%22">Goebert, Chad</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> goebertc@vcu.edu</i><br /><searchLink fieldCode="AR" term="%22Greenhalgh%2C+Gregory+P%2E%22">Greenhalgh, Gregory P.</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> gpgreenhalgh@vcu.edu</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Computers+in+Human+Behavior%22">Computers in Human Behavior</searchLink>. May2020, Vol. 106, pN.PAG-N.PAG. 1p. – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Sports%22">Sports</searchLink><br /><searchLink fieldCode="DE" term="%22Technology%22">Technology</searchLink><br /><searchLink fieldCode="DE" term="%22Smartphones%22">Smartphones</searchLink><br /><searchLink fieldCode="DE" term="%22Augmented+reality%22">Augmented reality</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Sport marketers have begun to adopt augmented reality (AR) in an effort to enhance the fan experience. Hence, there is a need to investigate fan perspectives of this new marketing tool. The current study investigated fans' perceptions AR activations within a sport setting. Findings indicated the visual appeal of AR is very influential on fans' intention to use an activation or provide positive word of mouth. While previous research in sport indicated the perceived ease of use of a technology to significantly influence consumers' attitudes toward a technology (Kim and Chiu, 2019), the current study utilized smartphones as the vehicle to provide the AR and ease of use was not found to be significant. Hence, marketers should note that smartphone based AR activations will likely be deemed relatively easy to use as most people are intimately familiar with their phone and there should be a significant focus on ensuring the AR is visually appealing. • Facilitating conditions scores suggest sport fans are primed to access AR activations. • Visual Appeal should be emphasized when developing AR activations in sport settings. • AR activations should complement and not compete with the core sport product. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Computers in Human Behavior is the property of Pergamon Press - An Imprint of Elsevier Science and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ehh&AN=141664663 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1016/j.chb.2019.106231 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 1 StartPage: N.PAG Subjects: – SubjectFull: Marketing Type: general – SubjectFull: Sports Type: general – SubjectFull: Technology Type: general – SubjectFull: Smartphones Type: general – SubjectFull: Augmented reality Type: general Titles: – TitleFull: A new reality: Fan perceptions of augmented reality readiness in sport marketing. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Goebert, Chad – PersonEntity: Name: NameFull: Greenhalgh, Gregory P. IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 05 Text: May2020 Type: published Y: 2020 Identifiers: – Type: issn-print Value: 07475632 Numbering: – Type: volume Value: 106 Titles: – TitleFull: Computers in Human Behavior Type: main |
| ResultId | 1 |
