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The Proliferation Of Augmented Reality Applications: Exploring Consumer Adoption And Marketing Applications, Stephen O'Mahony

Theses

In the contemporary landscape, human behaviour is characterised by digitally mediated interactions. Computing power has simultaneously enhanced and miniaturised to the extent that contemporary consumer devices demonstrate power equivalent to or greater than that of personal computers of recent memory. At the same time, network connectivity has proliferated to ubiquitous levels. In this landscape, the concept of augmented reality (AR) has emerged as a way to visualise the pervasive virtual information woven into the physical environment as a result of ubiquitous connectivity, facilitated by ever-increasing device sophistication. However, research on the phenomenon has remained predominantly technical in nature; outside of …