A research on determining the effects of augmented reality based social media advertising

One of the concepts that can be talked about in advertising recently is augmented reality. However, in the literature, the technical aspects of augmented reality technology have been discussed and the human-technology interaction dimension has not been sufficiently emphasized. In this study, the interaction dimension, which has not been emphasized much until now, is discussed. For this purpose, Instagram, one of the most used social media channels in our country and in the world, was chosen as a medium and designed as a visual Instagram post designed specifically for research. Again, on the web page designed specifically for the research, the participants were first asked to experience the augmented reality application through the visual prepared in the form of an Instagram post, and then to respond to the online questionnaire. In this context, the effects of augmented reality enriched user experience (hedonic quality, aesthetic quality, pragmatic quality) on user satisfaction and behavioral intentions were examined. The findings show that each of the sub-dimensions of user experience, hedonic quality, aesthetic quality, and pragmatic quality, have different effects on user satisfaction and behavioral intentions, namely purchase intention and intention to share on social media.