Utilizing Augmented Reality in Marketing Campaigns: A Study on Consumer Engagement and Purchase Intentions

Thesis Abstract

Abstract
This thesis explores the utilization of augmented reality (AR) in marketing campaigns and its impact on consumer engagement and purchase intentions. Augmented reality technology has gained significant attention in recent years as a tool for enhancing consumer experiences and interactions with brands. This study aims to investigate how AR can be effectively integrated into marketing campaigns to engage consumers and drive purchase intentions. The research methodology includes a comprehensive literature review, primary data collection through surveys and interviews, and data analysis using statistical techniques. Chapter 1 provides an introduction to the research topic, highlighting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definitions of key terms. Chapter 2 presents a detailed literature review, examining existing literature on augmented reality in marketing, consumer engagement, and purchase intentions. The review identifies key factors influencing consumer behavior in AR marketing campaigns and provides a theoretical framework for the study. Chapter 3 outlines the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations of the research. Chapter 4 presents the findings of the study, analyzing the data collected from surveys and interviews. The discussion explores the impact of AR on consumer engagement and purchase intentions, identifying key trends and insights. Chapter 5 concludes the thesis by summarizing the key findings, discussing implications for marketing practitioners, and suggesting directions for future research. The study contributes to the existing literature on augmented reality in marketing and provides practical insights for marketers looking to leverage AR technology in their campaigns. Overall, this thesis sheds light on the potential of augmented reality to enhance consumer engagement and drive purchase intentions in the marketing context.