TY  - CONF
SN  - 9781509051342
PB  - Institute of Electrical and Electronics Engineers Inc.
Y1  - 2016///
EP  - 113
UR  - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85010402368&doi=10.1109%2fICCOINS.2016.7783198&partnerID=40&md5=3edd9673f812827b638f587055fcb753
A1  - Irshad, S.
A1  - Awang, D.R.B.
AV  - none
KW  - Commerce; Information science; Marketing
KW  -  End users; Marketing tools; Mobile augmented reality; Rapid growth; User perceptions
KW  -  Augmented reality
SP  - 109
ID  - scholars6497
TI  - User perception on Mobile Augmented Reality as a marketing tool
N1  - cited By 12; Conference of 3rd International Conference on Computer and Information Sciences, ICCOINS 2016 ; Conference Date: 15 August 2016 Through 17 August 2016; Conference Code:125433
N2  - Advancement in mobile information technology and the rapid growth of Internet over the past decade have substantially changed the end-user interacting environment. Therefore, it is appropriate to review the measures of user perception with latest information systems technology, especially in a mobile-based augmented reality environment, that has completely revolutionized the way of accessing and interacting with information thus invoking new experiences for users all around the world. The objective of this research is to investigate the perceived user perception of Mobile Augmented Reality (MAR). The results of this study show a remarkable positive perception of respondents regarding MAR in advertisement and marketing. © 2016 IEEE.
ER  -