Thesis Abstract

Abstract
This thesis investigates the effectiveness of utilizing augmented reality (AR) in marketing campaigns to enhance consumer engagement and brand recall. The study aims to provide insights into how AR technology can be leveraged by marketers to create more interactive and memorable experiences for consumers. The research methodology involves a combination of qualitative and quantitative approaches to analyze consumer perceptions and behaviors towards AR marketing initiatives. The introduction sets the stage by highlighting the growing importance of AR in the marketing landscape and the need for empirical research in this area. The background of the study provides a comprehensive overview of AR technology, its applications in marketing, and previous studies on consumer engagement and brand recall. The problem statement identifies the gap in the literature regarding the specific impact of AR on consumer engagement and brand recall. The objectives of the study are to examine the relationship between AR marketing campaigns and consumer engagement, assess the influence of AR on brand recall, and identify factors that affect the effectiveness of AR in marketing. The limitations of the study include potential biases in survey responses and the generalizability of findings across different industries and consumer segments. The scope of the study focuses on investigating consumer perceptions and behaviors towards AR marketing campaigns in the context of specific brands and industries. The significance of the study lies in its contribution to the existing body of literature on AR marketing by providing empirical evidence of its impact on consumer engagement and brand recall. The structure of the thesis outlines the chapters and sub-chapters that guide the reader through the research process. Definitions of key terms related to AR, consumer engagement, and brand recall are provided to ensure clarity and understanding throughout the thesis. The literature review examines ten key studies on AR in marketing, consumer engagement, and brand recall to establish the theoretical framework for the study. The research methodology details the data collection methods, sample selection, survey design, and data analysis techniques used to investigate consumer perceptions and behaviors towards AR marketing campaigns. The discussion of findings presents the results of the study, including insights into consumer engagement levels, brand recall rates, and the impact of AR on brand perception. The conclusion summarizes the key findings, implications for marketers, and suggestions for future research in the field of AR marketing. Overall, this thesis contributes to the understanding of how AR technology can be effectively utilized to enhance consumer engagement and brand recall in marketing campaigns.

Thesis Overview

The research project titled "Utilizing Augmented Reality in Marketing Campaigns: A Study of Consumer Engagement and Brand Recall" aims to investigate the effectiveness of incorporating augmented reality (AR) technology in marketing campaigns to enhance consumer engagement and brand recall. Augmented reality is a rapidly evolving technology that superimposes digital information, such as images, videos, or animations, onto the real world through a device screen or headset. This study seeks to explore how AR can be leveraged by marketers to create interactive and immersive experiences that captivate consumers and leave a lasting impression on their memory. The project will begin with a comprehensive literature review to examine existing research on augmented reality in marketing, consumer engagement, and brand recall. This review will provide a theoretical foundation for the study and identify gaps in the current knowledge that warrant further investigation. Subsequently, the research methodology will be outlined, detailing the approach, data collection methods, and analysis techniques that will be employed to achieve the research objectives. The primary focus of the study will be on understanding the impact of augmented reality features, such as interactive product visualization, gamification, and storytelling, on consumer engagement levels. By analyzing consumer responses to AR marketing campaigns, the research aims to determine the factors that contribute to increased engagement, including novelty, interactivity, and emotional resonance. Additionally, the study will assess the role of brand recall in shaping consumer perceptions and purchase intentions following exposure to AR-enhanced marketing initiatives. Through a combination of qualitative and quantitative research methods, including surveys, interviews, and experimental studies, the project will gather insights from a diverse sample of consumers to provide a comprehensive analysis of the effectiveness of augmented reality in marketing campaigns. The findings of the study are expected to shed light on the potential benefits and challenges associated with implementing AR technology in marketing strategies and offer practical recommendations for marketers seeking to enhance consumer engagement and brand recall through innovative digital experiences. Overall, this research project seeks to contribute to the growing body of knowledge on the application of augmented reality in marketing and provide valuable insights for businesses looking to leverage this technology to create impactful and memorable brand experiences. By exploring the relationship between augmented reality, consumer engagement, and brand recall, the study aims to offer a deeper understanding of how AR can be harnessed as a powerful tool for driving customer engagement and loyalty in an increasingly digitized marketplace.