The Perception of Young Adults on Intelligent Advertising. A Case Study on Romania

Ioana IANCU


Abstract:

This study investigates the way intelligent advertising, name-ly advertising through augmented reality, is perceived by young adults. Based on a population of young adults studying advertising and comput-er science, the research’s main hypothesis is that although the advanced technology is accepted as a natural flow, there is still a relatively high skepticism regarding the use of augmented reality techniques in adver-tising. The results should have implication for both the academic and the business environment. Academically, the paper might open a new research perspective regarding the impact of new technologies in com-munication science. In the business context, the data might influence the way technology is perceived by the advertising practitioners and the way companies adopt new technologies for marketing purpose.

Keywords: intelligent advertising, augmented reality, advertising, technology

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