Thesis Abstract

Abstract
Augmented Reality (AR) technology has gained significant attention in recent years due to its potential applications in various industries, including marketing. This thesis explores the utilization of AR for interactive product demonstrations in marketing campaigns. The research investigates the impact of AR technology on consumer engagement, brand perception, and purchase intention within the context of marketing campaigns. Chapter One provides an introduction to the research topic, highlighting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter Two presents a comprehensive literature review, examining ten key studies relevant to AR technology, marketing campaigns, consumer behavior, and interactive product demonstrations. Chapter Three focuses on the research methodology employed in this study, detailing the research design, population and sample selection, data collection methods, data analysis techniques, and ethical considerations. The chapter also includes discussions on the research approach, data validity, and reliability. In Chapter Four, the findings of the research are discussed in detail, analyzing the impact of utilizing AR for interactive product demonstrations in marketing campaigns. The chapter presents the results of consumer engagement metrics, brand perception surveys, and purchase intention assessments to evaluate the effectiveness of AR technology in marketing contexts. Chapter Five concludes the thesis by summarizing the key findings, discussing their implications for marketing practitioners, and offering recommendations for future research in the field of AR-enabled marketing campaigns. The research contributes to the existing body of knowledge by providing insights into the potential benefits and challenges of utilizing AR for interactive product demonstrations in marketing contexts. Overall, this thesis serves as a valuable resource for marketers, researchers, and industry professionals interested in leveraging AR technology to enhance consumer engagement and drive brand awareness through interactive product demonstrations in marketing campaigns.

Thesis Overview

The project titled "Utilizing Augmented Reality for Interactive Product Demonstrations in Marketing Campaigns" aims to explore the innovative application of augmented reality (AR) technology in marketing strategies to enhance product demonstrations. Augmented reality is a cutting-edge technology that overlays digital content onto the real world, creating an immersive and interactive experience for users. In the context of marketing campaigns, AR can revolutionize the way products are showcased and demonstrated to consumers, providing a unique and engaging way to interact with products before making a purchase. The research will delve into the background of augmented reality technology and its potential impact on marketing practices. By conducting a comprehensive literature review, the project will explore existing studies, theories, and case studies related to the use of AR in marketing campaigns. This will provide a solid foundation for understanding the current landscape of AR technology in marketing and identify gaps for further research. The methodology chapter will outline the research approach, data collection methods, and analysis techniques to be employed in the study. This will include the selection of participants, data collection tools, and the process for evaluating the effectiveness of AR-based product demonstrations in marketing campaigns. The discussion of findings chapter will present the results of the research, including insights into the effectiveness of utilizing augmented reality for interactive product demonstrations in marketing campaigns. This chapter will analyze the data collected and draw conclusions based on the research findings, highlighting the benefits and challenges of implementing AR technology in marketing strategies. Finally, the conclusion and summary chapter will provide a comprehensive overview of the research findings, implications for marketing practices, and recommendations for future research in this area. The project aims to contribute to the understanding of how augmented reality can be leveraged to create engaging and interactive product demonstrations that resonate with consumers and drive sales in marketing campaigns.