3D holographic fan advertising and its influence on consumer attitudes and purchase intentions

Abstract

The rise of holographic display technology in marketing communications has the potential to enhance consumer engagement by enabling realistic and interactive 3D experiences. However, limited research exists on consumer perceptions of 3D holographic fan advertising, particularly from a Global South perspective. This study examined how consumer attitudes and purchase intentions are influenced by 3D holographic fan advertising, using the Stimulus-Organism-Response (SOR) theory and the Advertising Value Model as theoretical foundations. A quantitative approach was used, with data collected through a self-administered questionnaire using a mall-intercept method at points of experience in South African restaurants. A non-probability convenience sampling technique was used, yielding a sample size of 390 respondents. The findings indicate that South African consumers have a positive reception towards 3D holographic fan advertising. Informativeness, entertainment, irritation, and credibility were identified as key predictors of consumer attitudes, with entertainment being the most valued factor. The results further revealed that informativeness and credibility are strong predictors of purchase intentions, while positive consumer attitudes towards the 3D holographic fan advertisements significantly influence purchase intentions. This study contributes to marketing communication literature by bridging the gap between technological advancements and consumer preferences. It provides empirical insights to assist marketing professionals in integrating 3D holographic fan advertising into their strategic campaigns. Additionally, the study offers a Global South perspective, enriching the understanding of emerging consumer trends in digital advertising.