How virtual mirrors in advertising Influence attitudes about beauty products: Consumer viewing perspectives, beautification, and endorsement in AR advertising

Despite the promises of augmented reality and virtual mirrors in advertising, there has been little research on virtual mirrors that focus on consumer traits.
Lin et al.

Management Slant

  • Marketers should exercise caution and carefully tailor their augmented reality advertising strategies, taking into account the diverse cultural backgrounds in different countries (Lin, Tsai, and Yeo, 2023), to identify the most effective implementation methods.
  • Filters are not particularly effective in influencing attitude and purchase intention.
  • After a purchase, consumers may find their augmented appearance with a product very different from reality. This can reduce product trust and satisfaction.
  • After a purchase, consumers may find their augmented appearance with a product very different from reality. This can reduce product trust and satisfaction.
  • The potential for digital...

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