The Perception of Young Adults on Intelligent Advertising. A Case Study on Romania
The Perception of Young Adults on Intelligent Advertising. A Case Study on Romania

Summary/Abstract: This study investigates the way intelligent advertising, namely advertising through augmented reality, is perceived by young adults. Based on a population of young adults studying advertising and computer science, the research’s main hypothesis is that although the advanced technology is accepted as a natural flow, there is still a relatively high skepticism regarding the use of augmented reality techniques in advertising. The results should have implication for both the academic and the business environment. Academically, the paper might open a new research perspective regarding the impact of new technologies in communication science. In the business context, the data might influence the way technology is perceived by the advertising practitioners and the way companies adopt new technologies for marketing purpose.

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