Thesis Abstract

Abstract
The integration of augmented reality (AR) technology into social media marketing campaigns has gained significant attention in recent years due to its potential to enhance user engagement and brand interaction. This thesis explores the utilization of augmented reality in social media marketing campaigns and examines its impact on consumer behavior and brand perception. The study aims to investigate the effectiveness of AR in enhancing the overall effectiveness of social media marketing campaigns and its role in driving consumer engagement and brand loyalty. The thesis begins with an introduction that provides an overview of the research topic and outlines the objectives of the study. The background of the study discusses the evolution of augmented reality technology and its application in marketing, highlighting its potential benefits and challenges. The problem statement identifies the gaps in existing literature and the need for further research in this area. The objectives of the study are to assess the impact of augmented reality on social media marketing campaigns, explore consumer perceptions and attitudes towards AR-based marketing initiatives, and examine the factors that influence the effectiveness of AR in driving brand engagement. The study also addresses the limitations and scope of the research, as well as its significance in contributing to the existing body of knowledge in the field of marketing. The literature review chapter provides a comprehensive analysis of existing research on augmented reality, social media marketing, and consumer behavior. The review identifies key trends, challenges, and opportunities in the integration of AR technology into marketing practices, highlighting the potential benefits for brands and consumers alike. The research methodology chapter outlines the research design, data collection methods, and analysis techniques employed in the study. The methodology includes a combination of qualitative and quantitative research approaches, including surveys, interviews, and content analysis, to gather insights into consumer perceptions and behavior regarding AR-based marketing campaigns. The findings chapter presents the results of the study, including insights into consumer attitudes towards augmented reality, the effectiveness of AR in driving brand engagement, and the factors that influence consumer engagement with AR-based marketing initiatives. The discussion chapter provides a critical analysis of the findings, highlighting key implications for marketers and recommendations for future research. In conclusion, this thesis contributes to the growing body of knowledge on the integration of augmented reality in social media marketing campaigns. The study provides valuable insights into the impact of AR on consumer behavior and brand perception, offering practical recommendations for marketers looking to leverage AR technology to enhance their marketing strategies and drive consumer engagement.

Thesis Overview

The project titled "Utilizing Augmented Reality in Social Media Marketing Campaigns" focuses on exploring the integration of augmented reality (AR) technology into social media marketing strategies. This research aims to investigate the potential benefits and challenges of incorporating AR in marketing campaigns on social media platforms. Augmented reality has gained significant attention in recent years for its ability to enhance user engagement and provide immersive experiences. By leveraging AR technology within social media marketing efforts, companies can create interactive and personalized content that resonates with their target audience. This research will begin with a comprehensive literature review to examine existing studies on augmented reality, social media marketing, and the intersection of both fields. The review will highlight key findings, trends, and gaps in the current body of knowledge to provide a solid foundation for the study. The methodology section will detail the research approach, data collection methods, and analytical techniques employed in this study. By utilizing a mix of qualitative and quantitative research methods, including surveys, interviews, and content analysis, the research aims to gather insights from both marketers and consumers regarding their perceptions of AR-enhanced social media marketing campaigns. The discussion of findings section will present the results of the research, including key themes, patterns, and implications derived from the data analysis. This section will explore the effectiveness of AR in enhancing social media marketing campaigns, as well as the challenges faced by companies in implementing AR technology in their marketing strategies. The conclusion and summary section will provide a comprehensive overview of the research findings, implications for theory and practice, and recommendations for future research in this area. By shedding light on the potential of augmented reality in social media marketing campaigns, this study aims to contribute to the evolving landscape of digital marketing and provide valuable insights for marketers seeking innovative ways to engage with their target audience.