The impact of augmented reality (AR) marketing on customer engagement through customer experience and brand love

Tóm tắt

This study was conducted to investigate the effect of Augmented Reality marketing on customer engagement through customer experience and brand love. A 371 valid sample was used in this study from customers in Ho Chi Minh City from 18 to 30 years old through Google Forms. For the multivariate regression test, it is found that entertainment and aesthetic experience exert a positive impact on customer experience, customer experience positively impacts brand love, and brand love has a positive influence on customer engagement. The findings of this study have provided a fresh perspective on AR marketing in a developing country like Vietnam, assisting managers in their efforts to promote customer engagement. Moreover, this study suggests several new and innovative applications of AR in marketing as well.