Augmented Narrative Advertising: Consumer Responses to AR Story Filters and Product Placement Primes

We investigated augmented narrative advertising (ANA), which integrates storytelling with digitally embedded product placements using an augmented reality (AR) story filter. With a sample of 130 U.S. college students, we compared AR- and non-AR narrative advertising formats, while also examining the impact of product placement primes (PPPs) in a health context. Our findings illuminated the capability of ANA to prompt positive shifts in an individual's health beliefs, attitudes, and behavioral intentions within narratives, while also highlighting its advantages in product placement, thereby contributing to the discussion surrounding AR technology. Additionally, PPPs enhanced advertising effectiveness without compromising story engagement, indicating their compatibility with traditional advertising alongside ANA formats. Moreover, we delved into the underlying processes of transportation, elaboration, and engagement to deepen our comprehension of the persuasive prowess of ANA. Our study underscores the intricacies of ANA and emphasizes the necessity for further investigation. These insights provide valuable guidance for advertisers aiming to utilize AR technology to boost brand engagement and influence consumer behavior in the digital landscape.