Abstract
This study presents one of the earliest empirical studies that evaluates the effects of different interactivity and message design aspects of augmented reality (AR) advertising on consumer response. Specifically, this research examined whether and how AR interaction type (i.e., instrumental versus hedonic), ad context (i.e., realistic versus imaginative), and product type (think versus feel) jointly influence perceived ad informativeness and brand liking. A laboratory experiment with 213 college students was conducted using print ads with marker-based AR technology. The results suggested the effectiveness of instrumental AR interaction and the mediating role of telepresence. Based on the study findings, theoretical and strategic implications are discussed.