Consumer perceptions in advertising using augmented reality in the scope of phygital marketing: A research at Yalova University

The process of communication that is born with the emergence of humanity, growing and developing is a need that will and will always exist. The basis for the necessity is the initial level of meaning such as expressing, expressing, demanding or directing things. Contact forms have changed, diversified and complicated over time. The biggest reflection of the need for communication is in the field of marketing and advertising. Marketing and advertising activities carried out in order to meet the needs and requirements have also been influenced by developing and changing technological developments and have turned to different methods. Especially nowadays, mobile devices and tablets provide an advantage for the growth of augmented reality (AR) technology, making it easier to reach consumers through these devices. Augmented Reality technology has become a brand new window for advertising and pre-purchase experiences, especially for consumers who frequently use digital technology. In the light of all this information, a study was conducted on the sample selected from Yalova University by focusing on the use of augmented reality within the context of digital marketing, consumer perceptions of advertisements using augmented reality. In the first part of the thesis, as a new concept, digital marketing is emphasized, the quality and scope of the digital marketing is explained and the position and contributions of the digital marketing are explained. In the second part of the thesis, augmented reality applications are mentioned by mentioning the augmented reality within the scope of digital marketing. In the third part of the thesis, the definition of advertising on the marketing axis, the basic functions of advertising are mentioned and the augmented reality applications used in advertising are expressed. In the fourth part of the thesis, consumer behavior and consumer perceptions in advertising are mentioned, and the main factors affecting consumer behavior and consumer perceptions of ads using augmented reality are listed. In the fifth part of the thesis, hypotheses were put forward on the consumer perceptions of advertisements using augmented reality within the scope of marketing in Yalova province, the data were analyzed and the advertisements using Augmented Reality had an effect on the consumers' advertising perceptions and the advertisements using Augmented Reality would gain more importance in future marketing methods.