Thesis Abstract

The abstract of the thesis on "Utilizing Augmented Reality in Experiential Marketing Campaigns" explores the integration of augmented reality (AR) technology in marketing strategies to enhance consumer engagement and brand experience. The study investigates the effectiveness of AR in creating immersive and interactive marketing campaigns that resonate with modern consumers in a digital age. By leveraging AR, marketers have the opportunity to bridge the gap between the physical and digital worlds, offering unique and personalized experiences to target audiences. The research delves into the background of AR technology and its applications in marketing, highlighting its potential to revolutionize traditional advertising methods. The problem statement identifies the need for businesses to adapt to changing consumer preferences and behavior by embracing innovative technologies like AR to stay competitive in the market. The objectives of the study include evaluating the impact of AR on consumer engagement, brand perception, and purchase intent, as well as analyzing the challenges and opportunities associated with implementing AR in marketing campaigns. Limitations of the study are acknowledged, such as the evolving nature of AR technology and the potential barriers to widespread adoption in the marketing industry. The scope of the research focuses on exploring case studies and best practices of successful AR marketing campaigns across various industries to provide insights and recommendations for marketers looking to incorporate AR into their strategies. The significance of the study lies in its contribution to the growing body of knowledge on AR in marketing and its implications for enhancing consumer-brand interactions. The structure of the thesis is outlined, detailing the chapters that cover the introduction, literature review, research methodology, discussion of findings, and conclusion. Definitions of key terms related to AR, experiential marketing, and consumer engagement are provided to establish a common understanding of the concepts discussed in the thesis. Overall, this thesis aims to shed light on the potential of AR technology as a powerful tool for creating memorable and engaging marketing experiences that drive customer loyalty and brand awareness. Through a comprehensive analysis of AR applications in experiential marketing campaigns, this research seeks to offer valuable insights and practical recommendations for marketers seeking to leverage AR to connect with their target audiences in innovative ways.

Thesis Overview