Abstract When examining ad creativity, previous research focused on traditional forms of advertising. The present research extended previous research to a new form of dvertising—augmented reality (AR) out-of-home (OOH) campaigns uploaded on social media. Over the past few years, advertisers have adopted AR in OOH advertising to boost its creativity. To overcome the geographic limit, advertisers also film the interaction between people and virtual objects in AR OOH campaigns and upload promotional videos on social media. Through a qualitative textual analysis of viewer comments with an adoption of both machine coding and human coding, this exploratory study attempted to interpret consumer conversations around four YouTube videos featuring AR OOH campaigns. Results revealed that viewer conversations can be divided into six types. We also propose a theoretical framework to predict different types of consumer responses to YouTube videos featuring AR OOH campaigns and discuss managerial implications for marketers and advertisers, as well as future research direction.

中文翻译：

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揭开新奇效应的神秘面纱：分析消费者对具有增强现实户外广告活动的YouTube视频的反应

摘要在研究广告创造力时，先前的研究集中于传统形式的广告。本研究将以前的研究扩展到一种新的广告形式-社交媒体上载的增强现实（AR）户外（OOH）运动。在过去的几年中，广告商在户外广告中采用了增强现实技术来增强其创造力。为了克服地理限制，广告商还拍摄了AR OOH广告系列中人与虚拟对象之间的互动，并在社交媒体上上传了促销视频。通过对观看者评论进行定性的文本分析，同时采用了机器编码和人工编码，这项探索性研究试图解释围绕四个具有AR OOH广告系列的YouTube视频的消费者对话。结果显示，观看者的对话可以分为六种类型。