The effect of augmented reality marketing on online shopping behavior: A study of a fashion brand in Kaduna
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- NGN 5000
Background of the study
Augmented reality (AR) marketing offers consumers an immersive shopping experience by overlaying digital elements onto the physical world. Fashion brands in Kaduna are increasingly adopting AR technology to allow consumers to virtually try on products and visualize items in real-time, thereby enhancing the online shopping experience (Ibrahim, 2023). This study examines how AR marketing influences online shopping behavior by analyzing metrics such as dwell time, conversion rates, and customer satisfaction. The research explores the integration of AR features within fashion websites and mobile apps, focusing on how these interactive experiences reduce uncertainty and improve purchase confidence (Adebayo, 2024). Additionally, the study considers consumer perceptions of AR technology, including ease of use, realism, and engagement levels. Challenges related to technological adoption, such as device compatibility and user interface issues, are also evaluated. By combining quantitative analytics with qualitative consumer feedback, the study aims to offer actionable insights into optimizing AR marketing strategies to drive higher conversion rates and enhance the overall online shopping experience.
Statement of the problem
Fashion brands in Kaduna encounter challenges in leveraging augmented reality marketing to significantly influence online shopping behavior. While AR technology can provide immersive experiences, issues such as technical glitches, high implementation costs, and limited consumer familiarity may hinder its effectiveness (Chinwe, 2023). The absence of robust performance metrics to directly link AR experiences with purchase behavior further complicates strategy optimization. This study addresses these challenges by investigating how AR marketing impacts key shopping behaviors and by identifying the factors that drive consumer adoption of AR experiences, ultimately providing recommendations to enhance conversion rates and improve customer satisfaction.
Objectives of the study:
To evaluate the impact of AR marketing on online shopping behavior.
To identify key factors influencing AR adoption in fashion retail.
To recommend strategies for optimizing AR experiences.
Research questions:
How does AR marketing affect online shopping behavior?
What factors drive consumer adoption of AR experiences?
How can fashion brands optimize AR to improve conversions?
Significance of the study
This study is significant for fashion retailers by demonstrating the potential of AR marketing to enhance the online shopping experience and drive conversions. Its findings will help brands refine AR strategies, increase customer satisfaction, and improve sales performance. Contributing to digital marketing literature, the research offers practical recommendations for overcoming technological challenges and maximizing the benefits of AR in retail.
Scope and limitations of the study:
This study is limited to examining AR marketing for a fashion brand in Kaduna, Nigeria, and does not extend to other retail sectors or offline applications.
Definitions of terms:
Augmented Reality (AR) Marketing: The use of AR technology to enhance online advertising and shopping experiences.
Online Shopping Behavior: Consumer actions and decision-making processes in digital retail environments.
Conversion Rate: The percentage of visitors who complete a purchase.
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