Mobile Augmented Reality Advertising (MARA) for Printed Media Microenterprise

• Main Author: Harwati, Idris
• Format: Thesis
• Language: English; English; English
• Published: 2020
• Subjects: HD28-70 Management. Industrial Management
• Online Access: https://etd.uum.edu.my/8697/1/S817092_01.pdf; https://etd.uum.edu.my/8697/2/depositpermission_s817092.pdf; https://etd.uum.edu.my/8697/3/817092%20REFERENCES.docx; https://etd.uum.edu.my/8697/

This study focuses on the design and development of the Mobile Augmented Reality Advertising (MARA) application for the printed media microenterprises. Most of the printed media microenterprises in Malaysia use typical advertising tools such as banners and streamers to disseminate information about their products and services. However, these approaches have some limitations since the information consists of only texts and images, non-interactive and only attract attention of the passers-by only. From the preliminary study, it clearly shows that they have problems related to product promotion but at the same time they are also confident that their business will grow through promotion.Therefore, an alternative approach of advertising which is affordable, effective and trendy is required for the microenterprises. This study proposes Mobile Augmented Reality Advertising (MARA) application for the printed media microenterprises which incorporates Augmented Reality (AR) and Multimedia (MM) technologies to study users‘ intention to use based on perceived usefulness, perceived ease of use, informativeness, and advertising value. The research methodology of this study consists of five phases namely; problem awareness, design, development, evaluation and documentation which was adopted from Kuehler and Vaishnavi. For the development phase, the waterfall method was utilised. This study incorporates the Technology Acceptance Model, Theory of Planned Behaviour and Advertising Value Model. Descriptive statistics, Pearson Correlation and Regression analyses were used to determine the effects of perceived ease of use, perceived usefulness, informativeness and advertising value toward users‘ intention to use the MARA application. The results provided empirical support for the statistically significant relationships between informativeness and advertising value and intention to use. However, perceived ease of use and perceived usefulness have no significant relationships with intention to use. As for the conclusion, this study has looked into the possibility of introducing a new approach of advertising for the printed media microenterprises through the use of Mobile Augmented Reality. It is hoped that the findings of this study will encourage the printed media microenterprises in Malaysia to utilize the MARA application in promoting and marketing of their products and services.