Thesis Abstract

Abstract
Augmented Reality (AR) has emerged as a promising technology that offers unique opportunities for marketers to engage with customers in innovative ways. This thesis explores the utilization of AR in marketing strategies to enhance customer engagement. The study investigates how AR can be integrated into marketing campaigns to create immersive and interactive experiences that captivate and retain customer interest. Through a comprehensive literature review, this research examines the theoretical foundations of AR technology in marketing and its impact on customer engagement. The research methodology encompasses both qualitative and quantitative approaches to gather data and insights from both marketers and consumers. Chapter One provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter Two conducts a detailed literature review on AR technology, marketing strategies, and customer engagement, highlighting key theoretical frameworks and empirical studies in the field. Chapter Three outlines the research methodology, detailing the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations of the research process. Chapter Four presents the findings of the study, analyzing how AR is currently being utilized in marketing strategies and its impact on customer engagement. The chapter provides insights into the effectiveness of AR campaigns in attracting and retaining customers. In Chapter Five, the conclusion and summary of the thesis are presented, highlighting the key findings, implications, and recommendations for marketers looking to leverage AR for enhanced customer engagement. The study contributes to the existing body of knowledge on AR technology in marketing and offers practical insights for marketers seeking to create immersive and interactive experiences for their customers. Overall, this research underscores the potential of AR as a transformative tool in modern marketing strategies, driving increased customer engagement and brand loyalty in a digitally connected world.

Thesis Overview