Thesis Abstract

Abstract
The rapid advancement of technology has revolutionized the way businesses engage with consumers, particularly in the realm of marketing. Augmented Reality (AR) has emerged as a powerful tool that enables companies to create immersive and interactive experiences for their target audience. This thesis explores the utilization of AR in marketing strategies, focusing on its impact on consumer engagement, brand awareness, and overall marketing effectiveness. Chapter One provides an introduction to the study, offering a background of the research area and outlining the problem statement, objectives, limitations, scope, significance, structure of the thesis, and key definitions of terms. Chapter Two presents a comprehensive literature review that examines existing research on AR technology, marketing strategies, consumer behavior, and the integration of AR in various industries. The literature review aims to provide a theoretical foundation for the study and identify gaps in the current body of knowledge. Chapter Three details the research methodology employed in this study, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter outlines the steps taken to investigate the impact of utilizing AR in marketing strategies and achieve the research objectives. Chapter Four presents a thorough discussion of the research findings, analyzing the implications of using AR in marketing campaigns, measuring consumer engagement, enhancing brand awareness, and evaluating the overall effectiveness of AR-based marketing strategies. Finally, Chapter Five offers a conclusion and summary of the thesis, highlighting the key findings, implications for practice, and recommendations for future research. The study concludes that the integration of AR in marketing strategies can significantly enhance consumer engagement, create memorable brand experiences, and drive positive outcomes for businesses. This thesis contributes to the growing body of knowledge on AR technology in marketing and provides valuable insights for marketers seeking to leverage this innovative tool to achieve their marketing objectives.

Thesis Overview