A new reality: Fan perceptions of augmented reality readiness in sport marketing

作者：

Highlights：

• Facilitating conditions scores suggest sport fans are primed to access AR activations.

• Visual Appeal should be emphasized when developing AR activations in sport settings.

• AR activations should complement and not compete with the core sport product.

摘要

•Facilitating conditions scores suggest sport fans are primed to access AR activations.•Visual Appeal should be emphasized when developing AR activations in sport settings.•AR activations should complement and not compete with the core sport product.

论文关键词：Augmented reality,Technology,Marketing,Sport

论文评审过程：Received 5 September 2019, Revised 17 December 2019, Accepted 24 December 2019, Available online 25 December 2019, Version of Record 5 January 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2019.106231