Thesis Abstract

Abstract
This thesis explores the application of augmented reality (AR) in marketing campaigns and its impact on consumer engagement and brand perception. The study investigates how AR technology can be leveraged to create immersive and interactive experiences that enhance consumer interactions with brands. The research methodology involves a combination of literature review, case studies, and primary data collection to analyze the effectiveness of AR in marketing campaigns. The findings reveal that AR can significantly improve consumer engagement, brand recall, and purchase intent. However, the study also identifies challenges and limitations in implementing AR campaigns, such as technology barriers and cost constraints. The implications of the research suggest that integrating AR into marketing strategies can offer unique opportunities for brands to differentiate themselves in a competitive market landscape. Overall, this thesis contributes to the growing body of knowledge on the use of AR in marketing and provides valuable insights for marketers looking to enhance their campaigns through innovative technologies.

Thesis Overview

The project titled "Utilizing Augmented Reality in Marketing Campaigns" aims to explore the potential of augmented reality (AR) technology in enhancing marketing strategies. Augmented reality is a rapidly evolving technology that blends digital information with the real world, offering unique and interactive experiences to users. In recent years, AR has gained significant attention in various industries, including marketing, as a tool to engage audiences in innovative ways. The research will begin by providing an introduction to augmented reality and its applications in marketing. It will delve into the background of the study, discussing the evolution of AR technology and its adoption in the marketing sector. The problem statement will highlight the existing challenges and opportunities in utilizing AR for marketing campaigns, setting the stage for the research objectives. The primary objective of the study is to investigate how augmented reality can be effectively integrated into marketing campaigns to enhance customer engagement and drive brand awareness. The research will also address the limitations of utilizing AR in marketing, such as technical constraints and user adoption barriers. The scope of the study will define the boundaries and focus areas of the research, outlining the specific aspects of AR marketing campaigns that will be explored. The significance of the study lies in its contribution to the growing body of knowledge on the use of augmented reality in marketing. By analyzing case studies and industry examples, the research aims to provide insights into best practices and strategies for implementing AR technology in marketing campaigns. The structure of the thesis will be outlined to guide the reader through the research methodology, literature review, discussion of findings, and conclusion. Overall, this research project seeks to shed light on the potential of augmented reality as a powerful tool for creating immersive and engaging marketing experiences. By exploring the opportunities and challenges associated with AR marketing campaigns, the study aims to offer valuable insights for marketers and businesses looking to leverage this innovative technology to connect with their target audience in new and exciting ways.