Thesis Abstract

Abstract
Augmented Reality (AR) is an emerging technology that has gained significant attention in recent years due to its potential to revolutionize marketing strategies. This thesis explores the utilization of AR for interactive product demonstrations in marketing campaigns. The study aims to investigate the impact of AR on consumer engagement, brand awareness, and purchase intent within the marketing context. The research begins with an introduction to AR technology and its application in marketing, highlighting the growing interest in interactive and immersive experiences for consumers. The background of the study delves into the evolution of AR technology and its adoption by various industries, emphasizing its role in enhancing customer experiences and driving sales. The problem statement identifies the gap in existing literature regarding the specific use of AR for product demonstrations in marketing campaigns and the need for empirical research to understand its effectiveness. The objectives of the study include evaluating the influence of AR on consumer perceptions, exploring the factors that contribute to successful AR marketing campaigns, and examining the challenges and limitations associated with AR implementation. The scope of the study encompasses a diverse range of industries and products, aiming to provide a comprehensive analysis of AR applications in marketing. The significance of the research lies in its potential to inform marketing practitioners and researchers about the benefits and challenges of incorporating AR technology into their campaigns. The methodology chapter outlines the research design, data collection methods, and analysis techniques employed in the study. A mixed-methods approach combining qualitative interviews with marketing professionals and quantitative surveys of consumers will be used to gather data and draw insights into the effectiveness of AR in marketing campaigns. The findings chapter presents the results of the study, highlighting the impact of AR on consumer engagement, brand perception, and purchase behavior. The discussion delves into the implications of the findings for marketing practitioners, offering recommendations for designing and implementing successful AR marketing campaigns. In conclusion, this thesis contributes to the growing body of knowledge on the use of AR for interactive product demonstrations in marketing campaigns. By exploring the potential of AR to enhance consumer experiences and drive brand engagement, this research provides valuable insights for marketers seeking to leverage technology for competitive advantage.

Thesis Overview