English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Bu calismada, Turkiye’deki markalarin deneyimsel pazarlama araci olarak kullandigi mobil artirilmis gerceklik (AG) uygulamalarinin tuketici uzerindeki etkisi ve markaya sagladigi yararlarin kesfedilmesi amaclanmistir. Calismanin alan arastirmasinda odak grup yontemi kullanilmistir. Kocaeli Universitesi Iletisim Fakultesi ogrencilerinden olusan 12 kisiyle gerceklestirilen odak grup gorusmelerinde, Blippar araciligiyla Turkiye’de gerceklestirilen Ulker markasina ait Cafe Crown ve Laviva AG kampanyalari ornek olarak secilmistir. Arastirma bulgularina gore katilimcilarin AG teknolojisi ve/veya kampanyalariyla ilgili bilgilerinin olmadigi ve daha once kullanmadiklari tespit edilmistir. Katilimcilarin odak grup calismasinda AG teknolojilerine ilk kez maruz kalmalarindan sonra ortaya cikan deneyim degerlerine gore; algilanan deger ve duygusal deger pozitif, islevsel deger negatif algi yonundedir. Arastirmada, AG kampanya uy- gulamalarinin markaya yonelik tutum yaratma uzerindeki etkisi de sorgulanmis ve soz konusu uygula- malarin marka algisi ile satin alma davranisi uzerinde anlamli bir etkisinin bulunmadigi, ancak marka hakkinda konusulmasini saglama (WOM etkisi) konusunda etkili oldugu saptanmistir. Abstract The aim of this study is to explore the impact of mobile AR applications on Turkish consumers as experimental marketing tool and accordingly the benefits to the brand. Focus group method was used for the research which was conducted with 12 students from Faculty of Communication of Kocaeli University. Cafe Crown and Laviva brands of Ulker Group were the selected brands and their AR campaigns that run via Blippar were used at focus group discussions. Findings show that participants don’t have any knowledge concerning AR technology and /or campaigns and haven’t used it before. According to the experience values that emerged after the participants were exposed to the AG technologies for the first time in focus group study; perceived value and emotional value are positive and functional value is negative perception. In the survey, the impact of AR campaign practices on brand attitude creation was also questioned. Findings show that AR campaign applications applications had no significant effect on creating brand attitudes, brand perception and purchasing behavior but they were effective on providing brand talk (WOM effect). Keywords: Augmented Reality (AR), Experiential Marketing, Brand Communication

DENEYİMSEL PAZARLAMA ARACI OLARAK ARTIRILMIŞ GERÇEKLİK: TÜRKİYE’DEKİ MARKA DENEYİMLERİNİN ETKİLERİ ÜZERİNE BİR ARAŞTIRMA