The Role of Augmented Reality in Brand Storytelling: A Study of UBA Plc in Sokoto State
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- NGN 5000
Background of the Study
Augmented Reality (AR) has revolutionized the way brands engage with consumers by blending the physical and digital worlds in innovative and interactive ways. In the banking sector, AR is being increasingly used for brand storytelling, allowing companies to engage customers through immersive experiences that highlight their values, products, and services. UBA Plc, one of Nigeria's largest financial institutions, has been leveraging AR technologies to enhance its brand narrative and create meaningful connections with its customers (Adedeji & Durojaiye, 2024). This technology allows UBA to offer dynamic and engaging content, such as virtual bank tours, product demonstrations, and financial literacy programs, all designed to foster a deeper understanding and connection with the brand.
Sokoto State, located in the northwestern part of Nigeria, presents a unique demographic and cultural landscape, where mobile technology is increasingly penetrating the market, offering new opportunities for brands like UBA to experiment with innovative tools like AR. The state's population, composed of both urban and rural areas, has varying levels of technological adoption, making it an interesting case for studying the effectiveness of AR in brand storytelling. As the banking sector in Sokoto continues to modernize, understanding how AR can influence consumer perceptions and behaviors is crucial for improving customer engagement (Bala & Obaje, 2024).
This study will focus on how UBA Plc utilizes AR in its brand storytelling efforts and the impact of this technology on customer engagement and brand perception in Sokoto State.
Statement of the Problem
While AR has been shown to enhance consumer experiences in various sectors globally, there is limited research on its application in the banking industry, particularly in Nigerian markets like Sokoto State. UBA Plc's use of AR in brand storytelling is relatively new, and its effectiveness in engaging consumers and enhancing brand perception has not been fully examined. Furthermore, the varying levels of technological adoption in Sokoto State raise questions about the reach and impact of AR in a region that may face infrastructural challenges.
This study aims to investigate the role of AR in brand storytelling for UBA Plc and assess its effectiveness in enhancing customer engagement and brand perception in Sokoto State.
Objectives of the Study
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To explore the use of Augmented Reality in UBA Plc’s brand storytelling efforts in Sokoto State.
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To assess the impact of AR on customer engagement and brand perception in Sokoto State.
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To examine the challenges and opportunities of implementing AR for brand storytelling in a less urbanized market like Sokoto State.
Research Questions
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How does UBA Plc use Augmented Reality in its brand storytelling efforts in Sokoto State?
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What is the impact of AR on customer engagement and brand perception in Sokoto State?
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What are the challenges and opportunities in implementing AR for brand storytelling in Sokoto State?
Research Hypotheses
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Augmented Reality enhances customer engagement with UBA Plc’s brand storytelling efforts in Sokoto State.
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AR in brand storytelling positively influences consumer perception of UBA Plc’s brand in Sokoto State.
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There are significant challenges in implementing AR for brand storytelling in Sokoto State due to infrastructural and technological barriers.
Scope and Limitations of the Study
This study will focus on UBA Plc’s use of AR in brand storytelling within Sokoto State. The study’s limitations include potential challenges in measuring customer engagement and perception accurately and the possibility of a small sample size due to limited AR adoption in the region.
Definitions of Terms
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Augmented Reality (AR): A technology that superimposes digital content onto the real world, creating interactive experiences for users (Adedeji & Durojaiye, 2024).
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Brand Storytelling: The use of narratives and multimedia content to communicate a brand’s values, culture, and mission to its audience (Bala & Obaje, 2024).
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Customer Engagement: The level of interaction and emotional connection a customer has with a brand, influencing loyalty and advocacy (Adedeji & Durojaiye, 2024).
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