Thesis Abstract

Abstract
This thesis explores the application of augmented reality (AR) technology in enhancing interactive product demonstrations within the context of retail marketing. Augmented reality offers a unique opportunity for retailers to engage with customers in innovative ways, providing immersive and personalized experiences that can drive customer engagement and ultimately influence purchasing decisions. The study aims to investigate the effectiveness of utilizing AR in product demonstrations to enhance customer engagement and improve marketing outcomes in the retail sector. The research begins with a comprehensive literature review that examines existing studies on augmented reality, interactive marketing, and consumer behavior. The review highlights the potential benefits of AR technology in retail marketing and identifies gaps in the current research that this study seeks to address. Drawing on theories of consumer engagement and technology acceptance, the study develops a conceptual framework to guide the investigation of AR-based product demonstrations in retail settings. Methodologically, the research employs a mixed-methods approach, combining qualitative and quantitative data collection methods to provide a comprehensive understanding of the impact of AR on customer engagement and marketing effectiveness. The study includes a sample of retail participants who engage in AR-enhanced product demonstrations and provides insights into their perceptions, attitudes, and behaviors towards this innovative technology. The findings of the study reveal that augmented reality product demonstrations significantly enhance customer engagement and positively impact marketing outcomes in retail settings. Participants express high levels of satisfaction with the AR experience, noting its interactive and immersive nature as key drivers of engagement. Moreover, the study identifies several factors that influence the effectiveness of AR in retail marketing, including the design of the AR interface, the relevance of content, and the ease of use of the technology. In conclusion, this thesis contributes to the growing body of literature on augmented reality in retail marketing by providing empirical evidence of the benefits of utilizing AR for interactive product demonstrations. The study offers practical implications for retailers seeking to leverage AR technology to enhance customer engagement and drive sales. By understanding the impact of AR on consumer behavior and marketing outcomes, retailers can develop strategies to effectively integrate AR into their marketing efforts and create unique and engaging experiences for their customers.

Thesis Overview