Thesis Abstract

Abstract
This thesis explores the implementation of augmented reality (AR) technology to enhance customer engagement in retail marketing. Augmented reality has gained significant attention in recent years for its ability to provide immersive and interactive experiences to users. In the context of retail marketing, AR offers a unique opportunity for retailers to create innovative and engaging experiences that can captivate customers and drive sales. This study aims to investigate the potential benefits of utilizing AR technology in retail settings to enhance customer engagement and ultimately improve marketing outcomes. The research begins with an introduction that outlines the background of the study, presents the problem statement, objectives, limitations, scope, significance, and structure of the thesis. The literature review in Chapter Two provides a comprehensive analysis of existing studies on AR technology, customer engagement, and retail marketing. This section explores the theoretical foundations and practical applications of AR in the retail industry, highlighting its potential to transform traditional marketing strategies and create personalized and interactive experiences for customers. Chapter Three focuses on the research methodology, detailing the research design, data collection methods, sampling techniques, and data analysis procedures. The study adopts a mixed-methods approach, combining qualitative and quantitative research methods to gather insights from both retailers and customers. The chapter also discusses ethical considerations and limitations associated with the research methodology. In Chapter Four, the findings of the study are presented and discussed in detail. The analysis of the data reveals the impact of AR technology on customer engagement metrics such as satisfaction, loyalty, and purchase intent. The discussion explores the implications of the findings for retail marketers and provides recommendations for implementing AR strategies to enhance customer engagement and drive business growth. Finally, Chapter Five offers a conclusion and summary of the thesis. The study concludes that utilizing augmented reality in retail marketing can significantly enhance customer engagement by providing immersive and interactive experiences that resonate with consumers. The findings underscore the importance of integrating AR technology into retail marketing strategies to create memorable experiences and build lasting relationships with customers. Recommendations for future research and practical implications for retail marketers are also discussed. Overall, this thesis contributes to the existing literature on augmented reality, customer engagement, and retail marketing by providing empirical evidence of the benefits of utilizing AR technology to enhance customer experiences and drive business success. The study highlights the potential of AR as a powerful tool for transforming traditional retail marketing practices and offers insights for practitioners seeking to leverage technology to create engaging and innovative marketing campaigns.

Thesis Overview