Transforming Customer Engagement and buying decisions: Impact of Augmented Reality’s in West Bengal and Beyond

Abstract

In an era where technology and marketing converge, the symbiotic relationship between progress and strategy becomes evident. Augmented reality marketing (ARM) emerges as a digitally crafted landscape, seamlessly integrating immersive experiences and advertisements. This innovative approach utilizes sensory connections to captivate audiences, exploiting the ubiquity of mobile devices.

This study investigates the profound influence of Augmented Reality Marketing on customer engagement, behaviour, loyalty, and purchasing decisions. The study demonstrates ARM's potential to place products directly into consumers' hands, bridging the gap between experience and action. Beyond its promotional utility, ARM fosters deeper customer-brand relationships, substantiating its role in elevating consumer experiences.

Meanwhile, across the globe, the rise of augmented reality technology reshapes consumer interactions. Through quantitative research targeting educated university students, this paper illuminates the technology's impact on Indian consumer engagement. Findings show a positive correlation between augmented reality and consumer engagement, catalysing a shift in the mind-set of the youth towards novel technologies. The recommendation to harness augmented reality in Indian shopping industry emerges as a means to bolster engagement, subsequently fostering increased consumption and purchases.