Thesis Abstract

Abstract
Augmented Reality (AR) technology has witnessed significant advancements in recent years, offering new opportunities for marketers to engage with consumers in innovative ways. This thesis explores the application of AR for interactive product demonstrations in marketing campaigns. The primary focus is on how AR can enhance the consumer experience, drive engagement, and ultimately impact purchasing decisions. The research begins with an introduction to the topic, providing background information on AR technology and its relevance in marketing. The problem statement highlights the gap in research regarding the specific use of AR for product demonstrations and the need to explore its effectiveness in marketing campaigns. The objectives of the study are to evaluate the impact of AR on consumer engagement, assess its effectiveness in conveying product information, and analyze its influence on purchasing behavior. The study acknowledges the limitations of research in this area, including the challenges of measuring the direct impact of AR on sales and the potential bias in consumer responses during interactive demonstrations. The scope of the study is focused on consumer perceptions and behaviors during AR product demonstrations within the context of marketing campaigns. The significance of this research lies in its contribution to the growing body of literature on AR technology in marketing, offering insights into the potential benefits and challenges of utilizing AR for product demonstrations. The structure of the thesis is outlined to guide the reader through the research process, including the methodology, findings, and conclusions. The literature review explores existing research on AR technology, consumer engagement, and marketing strategies to provide a theoretical framework for the study. Key themes include the role of sensory experiences in consumer behavior, the impact of interactive technologies on engagement, and the effectiveness of product demonstrations in marketing campaigns. The research methodology section details the approach taken to collect and analyze data, including the use of surveys, interviews, and observational studies to assess consumer responses to AR product demonstrations. The study also considers ethical considerations in conducting research involving interactive technologies and consumer behavior. The discussion of findings presents the results of the study, highlighting the key insights gathered from consumer feedback and behavioral observations during AR product demonstrations. The analysis explores the impact of AR on consumer engagement, the effectiveness of interactive demonstrations in conveying product information, and the influence of AR on purchasing decisions. In conclusion, this thesis summarizes the key findings and implications of utilizing AR for interactive product demonstrations in marketing campaigns. The research highlights the potential of AR technology to enhance consumer engagement, provide immersive brand experiences, and drive purchasing behavior. Recommendations for future research and practical applications of AR in marketing are also discussed. Keywords Augmented Reality, Interactive Product Demonstrations, Marketing Campaigns, Consumer Engagement, Purchasing Behavior.

Thesis Overview