Augmented Reality: New Future of Social Media Influencer Marketing

IF 3 Q2 BUSINESS

Vision-The Journal of Business Perspective Pub Date : 2023-06-13 DOI:10.1177/09722629221147124

Mudita Sinha, Mallika Srivastava

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引用次数: 0

Abstract

The advent of social media as a marketing tool has transformed how businesses connect and share information about their brands with their consumers. Amplified consumer engagement has created novel relationships between consumers and companies. People’s reliance on seeking information from other online users and reviews has increased, and this is where social media influencers play an important role in shaping consumers’ opinions. Augmented reality will revolutionize the influencer marketing environment due to its ability to engage consumers. This research involved an online survey with questions established on a 7-point Likert scale. Later, exploratory factor analysis was used to summarize data better to understand associations between dependent and independent variables. Later principal component analysis was espoused for the extraction process. Varimax rotation congregated 39 items into various factors. The Kaiser-Meyer-Olkin (KMO) test was administered to justify the adequacy of the sample.. The findings suggest that augmented reality moderates user engagement and is the future of influencer marketing.

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增强现实:社交媒体影响者营销的新未来

作为一种营销工具，社交媒体的出现改变了企业与消费者联系和分享品牌信息的方式。消费者参与的扩大，在消费者和企业之间创造了新的关系。人们越来越依赖于从其他在线用户和评论中寻找信息，这就是社交媒体影响者在塑造消费者观点方面发挥重要作用的地方。增强现实将彻底改变网红营销环境，因为它能够吸引消费者。这项研究包括一项在线调查，问题建立在7分李克特量表上。随后，我们使用探索性因子分析来更好地总结数据，以了解因变量和自变量之间的关联。后来的主成分分析被用于提取过程。Varimax旋转将39个项目聚集到不同的因素中。采用Kaiser-Meyer-Olkin (KMO)检验来证明样本的充分性。研究结果表明，增强现实缓和了用户参与度，是网红营销的未来。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Vision-The Journal of Business Perspective Multiple-

CiteScore

4.60

自引率

0.00%

发文量

121

期刊介绍： Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.