Abstract:

This paper explores powerful promotional tool Augmented Reality Advertisements and its impact on Gen Z. The major factors considered are awareness of these advertisements, the effect these have on Gen Z, and this generation’s experience of AR Advertisements. Using a structured questionnaire tool, random stratified sampling was used to collect data from respondents. The findings of this study through the analysis of 177 fully filled and qualified forms reveal that amongst different MBA course specializations, Sales & Marketing students are more aware about AR ads compared to other specializations. The results also positive response for the Brand experience with respect to AR Advertising. Regarding the effect of AR advertisements on these Gen Z students, 66 % of total students feel that these AR advertisements are effective and have the potential to change the Indian advertising industry. The preferred modes to interact with AR Ads are through AR Games, interactive videos, and immersive Experiences, while the least preferred mode is Interactive 3D models. The findings of this study can be beneficial for advertising agencies and organizations to increase usage of AR advertising to attract, engage, and retain these Gen Z customers.

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