Thesis Abstract

Abstract
This thesis explores the application of Augmented Reality (AR) technology in the realm of product marketing to enhance interactivity and engagement with consumers. The study investigates the potential benefits, challenges, and implications of integrating AR technology into marketing strategies to create immersive and personalized experiences for consumers. The introductory chapter provides an overview of the research topic, background information on AR technology, the problem statement, objectives, limitations, scope, significance of the study, structure of the thesis, and definitions of key terms. Chapter two delves into a comprehensive literature review, examining ten key concepts related to AR technology, interactive marketing, consumer engagement, and product promotion strategies. The review synthesizes existing research and theoretical frameworks to establish a foundation for the study. Chapter three outlines the research methodology, detailing the research design, data collection methods, sampling techniques, data analysis procedures, ethical considerations, and limitations of the study. The chapter presents a systematic approach to investigating the impact of AR technology on interactive product marketing. Chapter four presents an in-depth discussion of the research findings, analyzing the data collected from surveys, interviews, and case studies. The chapter explores the effectiveness of AR technology in enhancing consumer engagement, brand awareness, and purchase intentions, as well as the challenges faced by marketers in implementing AR-based campaigns. Finally, chapter five offers a conclusion and summary of the thesis, highlighting the key findings, implications for practice, theoretical contributions, and recommendations for future research in the field of AR technology and interactive product marketing. The study concludes that AR technology has the potential to revolutionize traditional marketing practices by creating immersive and interactive experiences that resonate with modern consumers. Through this research, marketers and businesses can gain valuable insights into the strategic use of AR technology to drive brand engagement, improve customer experiences, and ultimately, achieve competitive advantage in the dynamic marketplace.

Thesis Overview

The project titled "Utilizing Augmented Reality Technology for Interactive Product Marketing" aims to explore the application of augmented reality (AR) technology in enhancing product marketing strategies. Augmented reality is a rapidly evolving technology that overlays digital information and virtual objects onto the real world, creating an interactive and immersive experience for users. In recent years, AR has gained traction in various industries, including marketing, as a powerful tool for engaging consumers and driving sales. The research will begin with an in-depth exploration of the background and significance of utilizing augmented reality in product marketing. This will involve examining the evolution of AR technology, its current applications in marketing, and the potential benefits it offers to businesses in terms of customer engagement, brand awareness, and sales conversion. The project will also address the existing problem statement in traditional product marketing methods and how augmented reality can provide innovative solutions to overcome these challenges. By leveraging AR technology, businesses can create interactive and personalized experiences for consumers, leading to increased customer satisfaction and loyalty. Furthermore, the objectives of the study will be outlined to guide the research process. These objectives include investigating the effectiveness of AR technology in product marketing, identifying best practices for implementing AR campaigns, and evaluating the impact of AR on consumer behavior and purchasing decisions. The research methodology section will detail the approach and methods used to conduct the study. This will involve a combination of literature review, case studies, surveys, and data analysis to gather insights into the role of augmented reality in product marketing. The findings of the study will be presented in the discussion chapter, where the results of the research will be analyzed and interpreted. This will include insights into the benefits and challenges of using AR technology for product marketing, as well as recommendations for businesses looking to integrate AR into their marketing strategies. In conclusion, the project aims to provide a comprehensive overview of the potential of augmented reality technology in transforming product marketing practices. By harnessing the interactive and immersive capabilities of AR, businesses can create unique and engaging experiences for consumers, ultimately driving brand engagement and increasing sales.