Implementation of Augmented Reality in Media Advertising in Kenya

Abstract

Augmented Reality (AR) is an emerging interactive technology with high potential to contribute to the competitive advantage of an organization, enabling consumers to obtain rich product experiences using virtual information before a purchase. In order to maintain their competitive advantage, the media advertising industry is required to continuously come up with innovative systems and offerings such as AR. Considering that implementation is a complex task due to the technical variables, human resources and monetary required, media advertising firms need to ensure successful AR innovation implementation to gain the expected benefits. This study was aimed at assessing the determinants of AR technology innovation implementation effectiveness in media advertising in Kenya. The study employed a descriptive survey with both qualitative and quantitative data. The findings showed that top management support, implementation climate, implementation policies and practices, human resource availability, and financial resource availability were important factors to AR implementation effectiveness. The findings highlight the significance of the factors to be taken into consideration and verify implications for the implementation of AR technology. As a result, media advertising firms must take these elements into account. Future study can be done to increase the accuracy and dynamism of the suggested model by including more factors. The study stresses the importance of AR technology in advertising and what elements firms ought to consider to facilitate successful implementation of this interactive technology for better value delivery. The findings add to the body of knowledge about the use of AR technology. The research examined AR implementation in the context of Kenyan media advertising industry where AR technology implementation is still at an initial stage and therefore a limitation.