MARA: A Mobile Augmented Reality Approach to Advertising for Printed Media Microenterprise
Harwatibinti Idris1, Abdul Nasir Zulkifli2, Mohd Fitri Yusoff3
1Harwatibinti Idris, School of Multimedia Technology and Communication, Universiti Utara Malaysia, Malaysia.
2Abdul Nasir Zulkifli, School of Creative Industry Management and Performing Arts, Universiti Utara Malaysia, Malaysia.
3Mohd Fitri Yusoff, School of Creative Industry Management and Performing Arts, Universiti Utara Malaysia, Malaysia.
Manuscript received on 24 March 2019 | Revised Manuscript received on 03 April 2019 | Manuscript Published on 27 April 2019 | PP: 126-131 | Volume-7 Issue-6S2 April 2019 | Retrieval Number: F10190476S219/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Most printed media microenterprises in Malaysia used several typical advertising tools such as banners and streamers to disseminate information about their products and services. However, these have some limitations since the information consisting only of text and images, non-interactive and only attract attention of those passersby only. This paper introduces Mobile Augmented Reality for advertising (MARA) application, an alternative advertising tool for the printed media microenterprise. An evaluation among a sample of 60 mobile users on the use of the MARA app has been conducted. The results of the evaluation indicated that the users strongly agreed on perceived ease of use, perceived usefulness, in formativeness, advertising value and intention to use of the application. These indicate that the MARA application has the potential to be an alternative advertising tool for the printed media microenterprises.
Keywords: Printed Media; Microenterprise; Mobile Augmented Reality; Advertising; User Evaluation.
Scope of the Article: Mobile Agents