Združevanje igrifikacije in mešane resničnosti v sodobnem oglaševanju

magistrsko delo

Monika Zorko (Author), Ines Kožuh (Mentor), Matjaž Debevc (Co-mentor)

Abstract

Učinkovito oglaševanje je zaradi velike količine konkurenčnih oglasov postalo težka naloga. Pri tej nalogi nam lahko pomaga sodobna tehnologija. V magistrski nalogi raziskujemo neizkoriščen potencial, ki ga prinaša oglaševanje s pomočjo kombinacije igrifikacije in mešane resničnosti. S tem namenom smo izdelali prototip aplikacije ter iz njega ustvarili predstavitvene videoposnetke. Rezultate smo pridobili s pomočjo vprašalnika o vplivu aplikacije ter dveh standardiziranih vprašalnikov o uporabnosti in uporabniški izkušnji. Ugotovimo da oglas, ki vsebuje mešano resničnost in igrifikacijo nekoliko izstopa od ostalega načina oglaševanja. Prav tako lahko takšen oglas dvigne stopnjo namena nakupa izdelka. Ugotovili smo tudi, da povezava med starostjo uporabnika in razumevanjem aplikacije ne obstaja. Za nadaljnje raziskovalce predlagamo raziskave, v katerih se primerja tradicionalno oglaševanje s predstavljenim načinom oglaševanja.

Keywords

igrifikacija;mešana resničnost;oglaševanje;magistrske naloge;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[M. Zorko]
UDC:	659.113.7:004.9(043.2)
COBISS:	40690179
Views:	378
Downloads:	99
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Combining gamification and mixed reality in modern advertising
Secondary abstract:	Effective advertising has become difficult due to the large amount of competing ads. Modern technology can help us. We explore the untapped potential of advertising through a combination of gamification and mixed reality. For this purpose we created an application prototype and presentation videos from it. The results were obtained using a questionnaire on the application and two standardized questionnaires on usability and user experience. We find that an advertisement containing mixed reality and gamification stands out slightly from the rest of the advertisements. Such advertisement could raise the level of intent to purchase the product. We found no correlation between the age of the user and understanding of the use of the application. For further research we suggest to compare traditional advertising methods with our solution.
Secondary keywords:	gamification;mixed reality;advertising;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	IX, 85 f.
ID:	11806035