Impact of augmented reality marketing on customer engagement, behavior, loyalty, and buying decisions

Abstract

Technological possibilities intrinsically shape marketing choices. While scientific progress has always been propelled by marketing needs or vision, emerging technologies have exposed marketing executives to unforeseen ways to interact with and influence clients. Augmented reality marketing is an engineered environment on a digital platform that incorporates realism and ads or enhanced themes that communicate with five sensory organs and perspectives. Augmented Reality Marketing (ARM) was recently introduced to express a pretty popular marketing and promotional strategy that aims to leverage the power of mobile phone capabilities as portable smart gadgets are rapidly becoming omnipresent worldwide. This paper presents the Impact of Augmented Reality Marketing on better customer engagement, customer behavior, customer loyalty, and buying decisions. The study’s upshot proves that ARM possesses the capability of “putting the product in the consumer’s hand” and allows companies to bridge the gap between experience and action. It also proves that AR is more than a promotional tool and can effectively contribute to increased customer-brand relationships and experiences.

Augmented Reality Marketing Implementation in Greek SMEs - A SWOT Analysis

“…Such findings insinuate AR marketing's potential to refine customer categorization and refine marketing communication paradigms. Moreover, the pervasive impacts of AR marketing on facets such as consumer loyalty, behavior, engagement, and procurement choices are evident (Akash & Tajamul, 2022). Through its immersive and dynamic essence, AR marketing fortifies brand-customer engagements and steers their purchasing inclinations.…”