Thesis Abstract

Abstract
Augmented Reality (AR) is a technology that has gained significant popularity in recent years, offering unique opportunities for businesses to engage with consumers in innovative ways. This thesis explores the utilization of AR in the context of personalized marketing campaigns, aiming to enhance customer engagement and drive sales through tailored experiences. The study investigates the impact of AR on consumer behavior, brand perception, and purchase intentions, focusing on the effectiveness of personalized marketing strategies in AR applications. The research begins with an introduction to the concept of AR and its relevance in marketing, highlighting the growing trend of personalized campaigns in the digital age. The background of the study provides a comprehensive overview of AR technology, its evolution, and the current state of personalized marketing practices. The problem statement identifies the gaps in existing literature and emphasizes the need to explore the potential of AR for enhancing marketing campaigns. The objectives of the study are to assess the effectiveness of AR in delivering personalized experiences, analyze consumer responses to AR-based marketing campaigns, and identify best practices for implementing AR in marketing strategies. The limitations of the study are discussed, including constraints related to time, resources, and scope. The scope of the study encompasses various industries and consumer segments to provide a comprehensive analysis of AR marketing applications. The significance of the study lies in its contribution to the field of marketing by offering insights into the integration of AR technology for personalized campaigns. The structure of the thesis is outlined, detailing the chapters and their respective contents to guide the reader through the research process. Definitions of key terms related to AR, personalized marketing, and consumer behavior are provided to clarify terminology used throughout the thesis. The literature review explores existing research on AR technology, personalized marketing, and consumer behavior, highlighting key findings and gaps in knowledge. The research methodology section outlines the research design, data collection methods, sampling techniques, and data analysis procedures employed in the study. The discussion of findings chapter presents the results of the research, analyzing consumer responses to AR-based marketing campaigns and evaluating the impact of personalized experiences on brand engagement and purchase intentions. In conclusion, this thesis contributes to the growing body of knowledge on the utilization of AR for personalized marketing campaigns. The findings suggest that AR has the potential to enhance customer engagement, improve brand perception, and drive sales through tailored experiences. The study recommends best practices for implementing AR in marketing strategies and highlights areas for future research to further explore the benefits of personalized AR campaigns.

Thesis Overview