Title: That new AR is sick! Advertising and research implications for the emerging field of augmented reality marketing

Authors: Adam C. Merkle; Matt C. Howard

Addresses: Sykes College of Business, University of Tampa, 401 W. Kennedy Blvd., Tampa, FL 33606, USA ' Mitchell College of Business, University of South Alabama, USA

Abstract: Augmented reality (AR) is a rapidly developing technological breakthrough and represents a new marketplace for consumers. Opportunities for success and risks of failure exist when designing augmented reality advertising and promotional campaigns. This study evaluates the risk of augmented reality sickness, its relationship with task technology fit, misfit, and the combined outcomes on user perceptions. Data was collected through an experimental research design and analysed via structural equation modelling. The results show that AR sickness affects perceptions regarding ease of use, usefulness, and attitude about augmented reality technology. Higher levels of AR sickness are associated with lower perceptions of task technology fit and higher perceptions of misfit. Task technology misfit is a critical concern potentially leading to a blocking effect where users increasingly disengage from the content and/or device. Scholarly implications for future research and practical implications to mitigate AR sickness in augmented reality advertising are discussed.

Keywords: augmented reality; AR; augmented reality advertising; augmented reality marketing; augmented reality sickness; task technology fit; task technology misfit; advertising.

DOI: 10.1504/IJTMKT.2026.155245

International Journal of Technology Marketing, 2026 Vol.20 No.3, pp.247 - 274

Received: 19 Nov 2024
Accepted: 17 Oct 2025
Published online: 29 Jul 2026 *

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