The Impact of Augmented Reality Marketing on Consumer Behavior: An Integrated Marketing and Economic Analysis of Brand Engagement through User Satisfaction | ||
| المجلة العلمية للدراسات والبحوث المالية والتجارية | ||
| Volume 7, Issue 1, January 2026, Pages 233-300 PDF (2.5 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/cfdj.2025.408776.2341 | ||
| Authors | ||
| Amany Abulsaad* 1; Ghada Mohamed Afify Afify2; Yasmine Mahmoud Mohamed El gazzar El gazzar2 | ||
| 1المعهد الكندي العالي لتكنولوجيا الهندسة والإدارة بالقاهرة | ||
| 2المعهد الكندى العالى لتكنولوجيا الهندسة والادارة | ||
| Abstract | ||
| This paper examines how the consumer behavior of people using augmented reality (AR) marketing attributes, namely interactivity, vividness, and informativeness, impacts brand involvement by generating user satisfaction. Using economic concepts, the analysis looks at how AR can make the decision-making process simpler and increase the willingness to pay as well as the overall consumer value. To this end, SEM and econometric models are used to analyze data collected from 384 users who use the AR mobile applications in Cairo. The results also show that the satisfaction of the user with AR is significantly increased, which leads to a way of stronger brand involvement. Economically, the AR lowers the uncertainty and simplifies decision effort; hence, it enhances consumer willingness to pay as well as their satisfaction. The paper has practical suggestions for marketers and policymakers who are keen on using technology to enhance consumer experience and welfare. | ||
| Keywords | ||
| Augmented Reality; Interactivity; Vividness; Brand Engagement | ||
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