Hypothesis Identification Article Analysis

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Hypothesis Identification Article Analysis

Hypothesis Identification Article Analysis

Augmented Reality Experimental Marketing is the basis for this Hypothesis Identification Article Analysis. The hypothesis of the study was to determine if the Augmented Reality Experimental Marketing (AREM) is a sustainable marketing tool (Bulearca and Tamarjan,2010). This tool will allow more access and marketing opportunities online. The main focus was to determine if this tool is marketable and beneficial for companies or their brands. To conduct the testing focus groups were used. This method was chosen because it offers great discussions like everyday conversations with no restraints.
A pilot study will be implemented to amend any questions prior to the focus group study. The technique of peer checking was instituted to find blind spots and ensure the validiality of the questions. Member checking was used to verify the accuracy of the study and enables the researcher to get valuable feedback from the focus group. A good description of participants was provided to ensure the case study focus groups were viable and can be used for further research.
The use of Augmented Reality as a form of experiential marketing during the past two years has been raising numerous controversies regarding its long-term benefits, extending from AR being only a promotional tool, to AR effectively contributing to a positive customer-brand relationship and to customer satisfaction through the creation of perceived experiential value (Bulearca and Tamarjan,2010).

There is little known data on the long term effects of this type marketing due to a lack of benchmarks, and research studies. However, the purpose of the focus groups is to help the development of customer satisfaction. There are few companies that use the AR marketing tool on an ongoing basis. The research into this will…...

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