Consumer engagement with augmented reality (AR) in marketing: Exploring the use of ar technology in marketing campaigns and its impact on consumer engagement, brand experiences, and purchase decisions

Krishna Yatin Thakkar; Bhavin Bhaskarbhai Joshi; Prashant Pravinbhai Kachhela

doi:10.18231/j.jmra.2023.017

Consumer engagement with augmented reality (AR) in marketing: Exploring the use of ar technology in marketing campaigns and its impact on consumer engagement, brand experiences, and purchase decisions

Authors : Krishna Yatin Thakkar, Bhavin Bhaskarbhai Joshi, Prashant Pravinbhai Kachhela

DOI : 10.18231/j.jmra.2023.017

Volume : 10

Issue : 2

Year : 2023

Page No : 100-106

This research paper aims to investigate the role of augmented reality (AR) technology in marketing campaigns and its influence on consumer engagement, brand experiences, and purchase decisions. The study explores the various applications of AR in marketing, analyzes its effectiveness in capturing consumer attention, and examines the outcomes of AR-based campaigns on consumer behavior. Through a comprehensive review of relevant literature and empirical analysis, this paper provides insights into the potential of AR as a strategic tool for enhancing consumer engagement and driving brand success in the modern marketing landscape.

Keywords: Augmented reality, Marketing, Consumer engagement, Brand experiences, Purchase decisions, AR technology, AR campaigns, Consumer perception, Product evaluation, Decision-making, Brand recall, Brand storytelling, Brand authenticity, AR adoption barriers, Technical limitations, User experience, Privacy concerns, Ethical considerations, Opportunities, challenges, Successful AR marketing campaigns, Case studies, Best practices.