Thesis Abstract

Abstract
In the dynamic landscape of marketing, the integration of emerging technologies has become instrumental in creating engaging and interactive campaigns that captivate audiences. This thesis delves into the realm of Augmented Reality (AR) and its application in marketing campaigns to enhance consumer experiences and drive brand engagement. The study explores the potential of AR technology to revolutionize traditional marketing strategies by offering immersive and interactive experiences that blur the lines between the physical and digital worlds. Chapter One Introduction This chapter sets the stage for the research by providing an overview of the research topic, the background of the study, the problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms related to utilizing AR in interactive marketing campaigns. Chapter Two Literature Review This chapter presents a comprehensive review of relevant literature on AR technology, interactive marketing, consumer engagement, and the impact of technology on marketing strategies. It examines existing studies, theories, and models that inform the implementation of AR in marketing campaigns. Chapter Three Research Methodology This chapter outlines the research design, methodology, data collection techniques, sampling methods, and data analysis procedures employed in the study. It discusses the process of data collection, data analysis, and interpretation to investigate the effectiveness of utilizing AR in interactive marketing campaigns. Chapter Four Discussion of Findings This chapter presents the empirical findings of the study, analyzing the impact of AR technology on consumer engagement, brand perception, and marketing effectiveness. It discusses the implications of the findings for marketing practitioners and offers insights into the best practices for integrating AR into marketing campaigns. Chapter Five Conclusion and Summary In conclusion, this thesis highlights the significance of utilizing AR in interactive marketing campaigns as a strategic tool to enhance consumer engagement, drive brand awareness, and create memorable brand experiences. It summarizes the key findings, discusses the practical implications of the research, and offers recommendations for future research in this evolving field of marketing. Keywords Augmented Reality, Interactive Marketing, Consumer Engagement, Brand Experience, Technology Integration, Marketing Campaigns.

Thesis Overview

The project titled "Utilizing Augmented Reality in Interactive Marketing Campaigns" aims to explore the potential of augmented reality (AR) technology in enhancing marketing campaigns and engaging consumers in a more interactive and immersive manner. Augmented reality is a rapidly evolving technology that superimposes digital information and virtual objects onto the real world, providing users with a blended experience of the physical and digital environments. In recent years, AR has gained significant attention in various industries, including marketing, for its ability to create engaging and interactive experiences for consumers. This project seeks to investigate how AR can be effectively integrated into marketing campaigns to create memorable and impactful experiences that drive consumer engagement and brand awareness. The research will begin with a comprehensive review of the existing literature on augmented reality, interactive marketing, and consumer behavior to establish a theoretical framework for the study. This literature review will explore the benefits and challenges of using AR in marketing, as well as previous studies that have examined the effectiveness of AR in engaging consumers and enhancing brand perceptions. The methodology chapter will outline the research design, data collection methods, and analysis techniques to be employed in the study. This will include a detailed explanation of how AR technology will be implemented in the marketing campaigns, the target audience for the campaigns, and the metrics used to measure the effectiveness of the AR experiences. The discussion of findings chapter will present the results of the study, including insights into consumer perceptions and attitudes towards AR marketing campaigns, the impact of AR on brand engagement and purchase intentions, and the overall effectiveness of AR in creating interactive marketing experiences. Finally, the conclusion and summary chapter will provide a comprehensive overview of the key findings, implications for theory and practice, and recommendations for future research in the field of augmented reality in marketing. The project aims to contribute to the growing body of knowledge on the use of AR technology in marketing and provide valuable insights for marketers looking to create innovative and engaging campaigns that resonate with consumers in an increasingly digital world.