---

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

---

Original Article

Author Details : Krishna Yatin Thakkar*, Bhavin Bhaskarbhai Joshi, Prashant Pravinbhai Kachhela

Volume : 10, Issue : 2, Year : 2023

Article Page : 99-105

https://doi.org/10.18231/j.jmra.2023.017

Suggest article by email

Get Permission

---

Abstract

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.
 

How to cite : Thakkar K Y, Joshi B B, Kachhela P P, 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. J Manag Res Anal 2023;10(2):99-105

This is an Open Access (OA) journal, and articles are distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 License, which allows others to remix, tweak, and build upon the work non-commercially, as long as appropriate credit is given and the new creations are licensed under the identical terms.