An evaluation of augmented reality advertising on consumer engagement: Evidence from a retail store in Kaduna
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Augmented reality (AR) advertising is emerging as a transformative tool for enhancing consumer engagement by blending digital elements with the physical retail environment. In Kaduna, retail stores are experimenting with AR to offer immersive experiences that enable customers to visualize products in real-life settings (Muhammad, 2023). This study evaluates the impact of AR advertising on consumer engagement, focusing on how interactive and immersive experiences can influence purchase intentions and enhance brand perception. AR technology enables retailers to create dynamic ads that provide virtual try-ons, 3D product views, and interactive features (Akinola, 2024). The integration of AR in advertising not only captivates consumers’ attention but also bridges the gap between online and offline shopping experiences. However, challenges such as technological adoption, cost implications, and user interface complexities must be addressed. Through a mixed-methods approach that combines customer surveys and in-store behavior analytics, this research aims to determine the effectiveness of AR advertising in driving engagement and sales (Ibrahim, 2024). The insights gathered will help retail marketers optimize AR ad design and implementation strategies to achieve higher consumer interaction and satisfaction.
Statement of the problem
Retail stores in Kaduna face difficulties in quantifying the benefits of augmented reality advertising on consumer engagement. While AR has the potential to transform shopping experiences, its actual impact on driving consumer interactions and purchase behavior remains uncertain (Chinwe, 2023). The high costs of technology integration and challenges in user adaptation further complicate the adoption of AR advertising. Additionally, there is a lack of standardized methods to evaluate consumer response to AR-driven campaigns, making it challenging for retailers to justify investments (Okechukwu, 2024). This study aims to address these issues by analyzing the effect of AR advertising on consumer engagement and identifying key factors that can optimize its implementation in retail settings.
Objectives of the study:
To assess the impact of augmented reality advertising on consumer engagement.
To identify challenges and opportunities in implementing AR in retail.
To provide recommendations for optimizing AR advertising strategies.
Research questions:
How does augmented reality advertising influence consumer engagement in retail?
What challenges affect the effective implementation of AR campaigns?
How can retail stores enhance consumer interaction through AR advertising?
Significance of the study
This study offers essential insights for retail marketers by evaluating the effectiveness of augmented reality advertising in enhancing consumer engagement. The findings will guide the optimization of AR campaigns, enabling retailers to create immersive and interactive shopping experiences that drive sales and improve brand perception. The research contributes to the growing academic literature on AR in marketing and provides practical recommendations for integrating innovative advertising technologies in retail environments.
Scope and limitations of the study:
This study is limited to evaluating the impact of augmented reality advertising on consumer engagement for a retail store in Kaduna. It does not include other emerging technologies or retail sectors.
Definitions of terms:
Augmented Reality (AR): Technology that overlays digital content onto the physical world.
Consumer Engagement: The level of interaction and involvement of customers with a brand.
Immersive Experience: A multisensory, interactive encounter provided by AR technology.
Related Project Materials
An Evaluation of Nurses’ Role in the Management of Chronic Kidney Disease at State Specialist Hospital, Minna
Background of the Study
Chronic Kidney Disease (CKD) is a major global health concern, with increasing...
An Appraisal of Gender Equity in Political Appointments in Birnin Kebbi, Kebbi State
Background of the Study
Gender equity in political appointments is an essential component of ensuring e...
The effect of teacher recruitment policies on the quality of education in primary schools in Dukku LGA, Gombe State
Background of the Study
Teacher recruitment policies are pivotal in shaping the quality of education offered in primary sch...
Impact of Broadcasting on Encouraging Tax Compliance Among Traders: A Study of Lokoja Local Government Area, Kogi State
Chapter One: Introduction
The impact of political corruption on infrastructural development: A case study of Uhunmwonde Local Government Area, Edo State
Background of the study
Political corruption remains a significant impediment to infrastructural development in many local...
An Assessment of Credit Risk Management and Its Impact on Bank Performance: A Case Study of Zenith Bank Plc
Background of the Study
Credit risk management involves identifying, assessing, and mitigating risks associated with bor...
THE IMPORTANCE OF PLANNING AND CONTROL IN AN ORGANIZATION
Abstract
The basic aim of the study is to show the significance of planning and control in an organization (A case study...
CHALLENGES AND OPPORTUNITIES FACING EFFORTS TO REDUCE CHILD LABOR IN NIGERIA
Background of the Study
The practise of employing children in labor-intensive jobs is pervasive throughout Nigeria. This...
An evaluation of the effectiveness of local government health insurance schemes in Yola North Local Government Area, Adamawa State
Chapter One: Introduction
1.1 Background of the Study
Health insurance schemes have become an...
An examination of ethical considerations in advertising on consumer trust and product quality: Evidence from a pharmaceutical firm in Kaduna, Nigeria.
Background of the study
Ethical considerations in advertising have become increasingly important in the pharmaceut...
