Thesis Abstract

Abstract
This thesis explores the utilization of augmented reality (AR) technology as a tool for enhancing interactive customer engagement in the retail marketing sector. The research investigates how AR can revolutionize the way retailers interact with customers, create immersive experiences, and drive customer loyalty and sales. The study aims to provide insights into the benefits and challenges of implementing AR in retail marketing and to offer practical recommendations for successful integration. The introductory chapter sets the stage by outlining the background of the study, presenting the problem statement, objectives, limitations, scope, significance, and defining key terms. The literature review chapter critically examines existing research on AR technology, customer engagement, and retail marketing to establish a theoretical framework for the study. The research methodology chapter details the research design, data collection methods, sampling techniques, and data analysis procedures employed in this study. It also discusses ethical considerations and limitations of the research process. The findings chapter presents and analyzes the results of the study, highlighting key insights, trends, and implications for practice. The discussion chapter delves deeper into the implications of the findings, comparing them with existing literature and theories to draw meaningful conclusions. It also addresses the practical implications of the research and offers recommendations for retailers looking to leverage AR for customer engagement. Finally, the conclusion and summary chapter encapsulates the key findings of the study, discusses the implications for theory and practice, and suggests avenues for future research in this area. Overall, this thesis contributes to the growing body of knowledge on AR technology in retail marketing and provides valuable insights for practitioners, academics, and policymakers seeking to enhance customer engagement in the digital age.

Thesis Overview

The project titled "Utilizing Augmented Reality for Interactive Customer Engagement in Retail Marketing" aims to explore the potential of incorporating augmented reality (AR) technology in retail marketing to enhance customer engagement. Augmented reality has emerged as a powerful tool that overlays digital content onto the physical world, creating immersive and interactive experiences for users. In the context of retail marketing, AR offers unique opportunities to engage customers in innovative ways, such as virtual try-on experiences, interactive product showcases, and gamified shopping experiences. This research overview will delve into the key aspects of the project, including the background of the study, research objectives, methodology, expected findings, and implications for the field of retail marketing. The background of the study will provide a comprehensive review of existing literature on augmented reality, customer engagement, and retail marketing. It will highlight the growing importance of customer engagement in the retail industry and the potential benefits of integrating AR technology into marketing strategies. The research objectives of the project include investigating the effectiveness of AR in enhancing customer engagement, exploring the factors influencing customer acceptance and adoption of AR technology in retail settings, and identifying best practices for implementing AR-based marketing initiatives. The research methodology section will outline the approach and methods employed in the study, such as data collection techniques, sample selection, data analysis procedures, and ethical considerations. It will detail how data will be gathered through surveys, interviews, and observational studies to examine the impact of AR on customer engagement in retail marketing. The expected findings of the research are anticipated to provide valuable insights into the effectiveness of utilizing AR for interactive customer engagement in retail marketing. The results will shed light on the factors that influence customer perceptions and behaviors when interacting with AR experiences in a retail environment. The implications of this research are significant for both academia and industry. By demonstrating the potential of AR technology in enhancing customer engagement, this study can inform marketing strategies and help businesses create more immersive and personalized shopping experiences for their customers. Additionally, the findings can contribute to the advancement of research in the fields of augmented reality, customer engagement, and retail marketing. In conclusion, the project "Utilizing Augmented Reality for Interactive Customer Engagement in Retail Marketing" aims to explore the innovative applications of AR technology in retail settings and its impact on customer engagement. By investigating the effectiveness and implications of integrating AR into marketing strategies, this research seeks to provide valuable insights that can benefit both researchers and practitioners in the field of retail marketing.