Immersive Experiences in Advertising A Review of Augmented Reality's Role in Enhancing Consumer Engagement

Abstract

Augmented Reality (AR) has become one of the revolutionizing aspects in the advertising sector. It has changed the dynamics of how brands reach out to their audiences. AR allows projection of digital content onto the real world, allowing for interactive experiences that enhance attention, attachment, and interaction. Thus, the current study, reviews the related literature and aims to address the growing phenomenon of consumer at the centre branding and the role of AR in influencing consumer behaviour.