Thesis Abstract

Abstract
Augmented Reality (AR) technology has emerged as a powerful tool in the marketing industry, offering innovative ways to engage consumers and enhance their product experience. This thesis explores the utilization of AR for interactive product demonstrations in marketing campaigns. The study delves into the potential benefits and challenges associated with implementing AR technology in marketing strategies, with a focus on enhancing consumer engagement, brand awareness, and purchase intention. The introduction sets the context by highlighting the growing significance of AR in marketing and the need for businesses to adopt interactive and immersive experiences to stay competitive in the digital age. The background of the study discusses the evolution of AR technology, its applications in various industries, and its impact on consumer behavior and marketing practices. The problem statement identifies the gaps in existing literature regarding the effectiveness of AR for product demonstrations and the need for empirical research to explore its potential in marketing campaigns. The objectives of the study include investigating consumer perceptions of AR-based product demonstrations, evaluating the impact of AR on brand engagement, and identifying best practices for integrating AR into marketing strategies. The study acknowledges the limitations of research methodology, such as sample size constraints and data collection challenges, and outlines the scope of the study in terms of target audience, research design, and data analysis techniques. The significance of the study lies in its contribution to the growing body of knowledge on AR marketing, providing insights for practitioners and researchers seeking to leverage AR technology for enhanced consumer experiences. The structure of the thesis includes a detailed outline of the chapters, from the introduction to the conclusion, guiding the reader through the research process and key findings. Definitions of key terms related to AR, interactive product demonstrations, and marketing campaigns are provided to ensure clarity and understanding throughout the thesis. In the literature review, ten key themes are explored, including the evolution of AR technology, consumer behavior in digital environments, marketing strategies for brand engagement, and the impact of immersive technologies on consumer perception. The research methodology section outlines the study design, data collection methods, sample selection criteria, and data analysis techniques employed to achieve the research objectives. The discussion of findings chapter presents the results of the empirical study, including consumer feedback on AR product demonstrations, brand engagement metrics, and insights into the effectiveness of AR in marketing campaigns. The conclusion summarizes the key findings, implications for marketing practitioners, and recommendations for future research in the field of AR marketing. Overall, this thesis contributes to the understanding of how AR can be leveraged for interactive product demonstrations in marketing campaigns, offering practical insights and recommendations for businesses looking to enhance consumer engagement and brand experiences through immersive technology.

Thesis Overview