Thesis Abstract

Abstract
The utilization of augmented reality (AR) technology in influencer marketing campaigns has emerged as a cutting-edge strategy to engage consumers in immersive brand experiences. This thesis explores the integration of AR technology in influencer marketing campaigns and its impact on consumer engagement and brand perception. The study investigates the potential benefits and challenges of incorporating AR in influencer marketing strategies, aiming to provide insights for marketers seeking innovative ways to connect with their target audience. Chapter One Introduction 1.1 Introduction 1.2 Background of Study 1.3 Problem Statement 1.4 Objectives of Study 1.5 Limitations of Study 1.6 Scope of Study 1.7 Significance of Study 1.8 Structure of the Thesis 1.9 Definition of Terms Chapter Two Literature Review 2.1 Introduction to Literature Review 2.2 Evolution of Influencer Marketing 2.3 Concept of Augmented Reality 2.4 Theoretical Framework 2.5 Benefits of Influencer Marketing 2.6 Benefits of Augmented Reality 2.7 Integration of AR in Marketing Campaigns 2.8 Consumer Engagement in AR Marketing 2.9 Challenges of AR in Marketing 2.10 Summary of Literature Review Chapter Three Research Methodology 3.1 Introduction to Research Methodology 3.2 Research Design 3.3 Data Collection Methods 3.4 Sampling Techniques 3.5 Data Analysis Techniques 3.6 Ethical Considerations 3.7 Research Limitations 3.8 Summary of Research Methodology Chapter Four Discussion of Findings 4.1 Introduction to Discussion of Findings 4.2 Analysis of AR in Influencer Marketing Campaigns 4.3 Consumer Engagement with AR Content 4.4 Brand Perception in AR Marketing 4.5 Effectiveness of AR in Influencer Marketing 4.6 Comparison with Traditional Marketing Strategies 4.7 Implications for Marketers 4.8 Managerial Recommendations 4.9 Future Research Directions <h3>Chapter Five Conclusion and Summary</h3> 5.1 Summary of Findings 5.2 Conclusion 5.3 Practical Implications 5.4 Theoretical Contributions 5.5 Limitations and Future Research This thesis aims to contribute to the existing body of knowledge on the integration of augmented reality in influencer marketing campaigns. By examining the impact of AR technology on consumer engagement and brand perception, this study provides valuable insights for marketers looking to leverage innovative strategies in the competitive landscape of digital marketing. The findings of this research offer practical implications for designing effective AR-powered influencer marketing campaigns and shed light on the future trends in this evolving field.

Thesis Overview

The research project titled "Utilizing Augmented Reality in Influencer Marketing Campaigns" aims to explore the intersection of augmented reality technology and influencer marketing strategies. This innovative study seeks to investigate how incorporating augmented reality elements into influencer marketing campaigns can enhance consumer engagement, brand awareness, and ultimately drive purchase intent. By leveraging the immersive and interactive nature of augmented reality, this research endeavors to provide insights into the effectiveness of this emerging technology in the realm of influencer marketing. The project will begin by establishing a comprehensive understanding of augmented reality technology and influencer marketing practices through an extensive review of relevant literature. This literature review will delve into the theoretical foundations of both augmented reality and influencer marketing, highlighting key concepts, trends, and best practices in each field. By synthesizing existing knowledge, the study aims to identify gaps in the literature and lay the groundwork for the empirical investigation. The research methodology will involve a mixed-methods approach, combining qualitative and quantitative techniques to gather data from both influencers and consumers. Interviews with influencers and industry experts will provide valuable insights into the integration of augmented reality in influencer marketing campaigns, while surveys and experiments with consumers will assess the impact of augmented reality on consumer perceptions and behaviors. By triangulating data from multiple sources, this study aims to offer a comprehensive analysis of the effectiveness of augmented reality in influencer marketing. The findings of this research are expected to contribute to both academic scholarship and practical implications for marketers and brand managers. By uncovering the potential benefits and challenges of utilizing augmented reality in influencer marketing campaigns, this study seeks to provide actionable recommendations for industry practitioners looking to leverage this innovative technology to enhance their marketing efforts. Ultimately, the project aspires to advance knowledge in the fields of augmented reality and influencer marketing, offering valuable insights into the future of marketing communication in the digital age.