Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Gajalakshmi, N.S.; Seranmadevi, R. Title A name given to the resource Augmented Realities: Unlocking Consumer Engagement and Brand Advocacy Through Comprehensive AR Strategies Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Web 3.0 Unleashed: Transforming Experiences with AR, AI, and Immersive Technologies;pp.159-174 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/978-1-83708-724-220251009" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/978-1-83708-724-220251009</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105020004825?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105020004825?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Gajalakshmi N.S., Department of Commerce, Christ University, Bengaluru, India; Seranmadevi R., Department of Professional Studies, Christ University, Bengaluru, India Description An account of the resource 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. Subject The topic of the resource AR attributes; Augmented reality; Brand advocacy; Consumer marketing; Customer engagement; Virtual reality Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISBN: 978-183708724-2; 978-183708725-9; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online