Thesis Abstract

Abstract
The advent of augmented reality (AR) technology has opened up new avenues for marketers to engage with consumers in innovative and immersive ways. This thesis explores the application of AR in marketing campaigns to enhance consumer engagement. The study begins with an introduction to the topic, providing a background of the study, stating the problem statement, objectives, limitations, scope, significance of the study, and defining key terms. Chapter Two presents a comprehensive literature review covering ten key areas related to AR technology, marketing strategies, consumer behavior, and engagement. The review synthesizes existing research to provide a theoretical foundation for the study. Chapter Three outlines the research methodology used in this study, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations of the research approach. Chapter Four presents the findings of the study, analyzing the impact of utilizing AR in marketing campaigns on consumer engagement. The chapter discusses key insights, trends, and implications for marketers looking to leverage AR technology in their campaigns. In Chapter Five, the thesis concludes with a summary of the key findings, implications for practice, and recommendations for future research. The study contributes to the growing body of literature on AR in marketing and provides practical insights for marketers seeking to enhance consumer engagement through innovative technologies. Overall, this thesis sheds light on the potential of augmented reality in transforming marketing strategies and offers valuable insights for marketers looking to create more engaging and interactive campaigns in the digital age.

Thesis Overview

The project titled "Utilizing Augmented Reality in Marketing Campaigns to Enhance Consumer Engagement" aims to explore the integration of augmented reality (AR) technology in marketing strategies to enhance consumer engagement. Augmented reality is a cutting-edge technology that superimposes digital information onto the physical world, creating immersive and interactive experiences for users. In recent years, AR has gained significant traction in various industries, including marketing, due to its ability to provide unique and personalized interactions with consumers. The research will begin with a comprehensive literature review, examining existing studies on the use of augmented reality in marketing campaigns and its impact on consumer engagement. This review will provide a theoretical foundation for the study and highlight the current trends and best practices in AR marketing. Following the literature review, the research methodology will be outlined, detailing the approach and methods used to investigate the research question. This will include the selection of participants, data collection techniques, and data analysis methods to ensure the rigor and validity of the study. The core of the research will focus on the empirical investigation of how augmented reality can be effectively utilized in marketing campaigns to enhance consumer engagement. This will involve designing and implementing AR marketing campaigns and evaluating their effectiveness in engaging consumers through various metrics such as user interaction, brand perception, and purchase intent. The findings of the study will be discussed in detail, highlighting the key insights and implications for marketers looking to leverage augmented reality in their campaigns. The discussion will also address any challenges or limitations encountered during the research process and provide recommendations for future research in this area. In conclusion, the project will summarize the key findings and contributions to the field of marketing, emphasizing the potential of augmented reality as a powerful tool for enhancing consumer engagement and driving brand success. Overall, this research aims to provide valuable insights and practical guidance for marketers seeking to harness the power of augmented reality in their marketing strategies.