A Meta-Analysis of Augmented Reality Effectiveness in Digital Marketing

نوع المستند : المقالة الأصلية

المؤلف

PHD Researcher at Public Relations and Advertising Department - Faculty of Mass Communication – Cairo University

المستخلص

Augmented reality (AR) has emerged as a transformative technology in digital marketing, offering immersive and interactive experiences to consumers. This meta-analysis synthesizes existing research to provide a comprehensive understanding of AR's impact on consumer behavior and brand perception. Adopting a systematic approach, relevant studies published between 2009 and 2023 were identified, screened, and analyzed. The findings reveal that AR significantly enhances consumer purchase intentions through mechanisms such as enhanced product visualization, increased interactivity and engagement, elicitation of positive emotions, reduction of perceived risk, fostering of emotional connections, and delivery of rich product information. Furthermore, AR amplifies consumer engagement, improves brand perception and loyalty, evokes positive affective responses, reduces perceived purchase risks, and strengthens emotional brand connections. The meta-analysis underscores AR's potential as a powerful marketing tool, capable of creating memorable and trustworthy shopping experiences that drive sales and cultivate long-term consumer relationships. As technology continues advancing, the strategic implementation of AR is poised to revolutionize digital marketing practices by offering innovative solutions for immersive consumer engagement. The findings have important implications for marketers seeking to leverage AR's unique capabilities to achieve marketing objectives.
 
 

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