Augmented Reality as Effective Media Communication Tool for Future Users

With the rise of augmented reality, we question if this emerging media format is no longer an experimental one so that it can employ to modify and change the current rules and formulas in delivering commercial contents. We focus on the characteristics of augmented reality that can facilitate significantly the internal states in the Stimulus - Organism - Response (S-O-R) framework of media communications and content delivery. This paper particularly identifies augmented reality as a decent tool to easily affect users to achieve managers’ goals concerning targeted attitudes and behaviors; and help build fast brand relationships through its ability to simultaneously constitute interactivity, telepresence, and engagement among the users. The paper will try to show this by comparing the SOR framework on website experience of users and re-constructing a new framework for AR experiences with the base on its definitions and usage today. More importantly the paper discusses the real focus of what augmented reality contents should aim for to use augmented reality in a more effective manner than old media.