Augmented Realities: Unlocking Consumer Engagement and Brand Advocacy Through Comprehensive AR Strategies

Title

Augmented Realities: Unlocking Consumer Engagement and Brand Advocacy Through Comprehensive AR Strategies

Creator

Gajalakshmi, N.S.; Seranmadevi, R.

Description

Augmented reality (AR) is an emerging concept having an impact on a wide range of industries, including marketing, business, tourism, gaming, human-computer interface, and manufacturing. Consumer engagement and brand advocacy are critical goals for companies looking to build long-lasting relationships with their target consumers in today's digitally driven environment. In this environment of shifting consumer preferences and technology breakthroughs, AR has become a potent instrument for revolutionizing the way brands communicate with their customers. AR presents exceptional chances to captivate audiences, enhance experiences, and foster brand loyalty like never before by seamlessly integrating virtual aspects with the real world. This study has used extensive review of relevant literature of the past nine years from 2016 to 2024. By creating close connections and evoking intense emotions in customers, AR acts as a catalyst to promote brand advocacy. It is important for scholars and AR managers to keep an eye on the most recent developments in AR. One of the most exciting uses of AR is the capability to virtually test things before making a purchase. This book chapter shall cover an exhaustive list of AR attributes' benefits, values, and their interconnections and significance. Thus, managers can design appropriate AR strategies by using these identified characteristics and benefits. According to past studies, consumer engagement is a critical factor influencing sales, profits, customer satisfaction, and loyalty. 2025 by Gajalakshmi N. S. and Seranmadevi R. All rights reserved.

Source

Web 3.0 Unleashed: Transforming Experiences with AR, AI, and Immersive Technologies;pp.159-174

Date

01-01-2025

Publisher

Emerald Publishing

Subject

AR attributes; Augmented reality; Brand advocacy; Consumer marketing; Customer engagement; Virtual reality

Coverage

Gajalakshmi N.S., Department of Commerce, Christ University, Bengaluru, India; Seranmadevi R., Department of Professional Studies, Christ University, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 978-183708724-2; 978-183708725-9;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.1108/978-1-83708-724-220251009

https://www.scopus.com/pages/publications/105020004825?origin=resultslist