Research Paper

Exploring The Role of Augmented Reality as a New Brand Advocate

By Rajesh K Singh
By Ritu Srivastava
Associate Professor
Harish Kumar, Marketing, Great Lakes Institute Of Management, Gurgaon, India
Nikhita Tuli, FPM Scholar, MDI Gurgaon
Vikas Arya, Marketing, Universite Internationale De Rabat, Rabat Business School, Rabat, Morocco
Journal : Journal of Consumer Behaviour
Publisher : Wiley


Article citation: Kumar, H., Tuli, N., Singh, R. K., Arya, V., & Srivastava, R. (2023). Exploring the role of augmented reality as a new brand advocate. Journal of Consumer Behaviour.

Augmented reality (AR) has proven to be a potential source of disruption in the marketing discipline.  This study explores whether and how AR can turn users into brand advocates. Applying structural equation modeling to a sample of 502 AR users, the study finds that AR empowers users during their shopping experience, creating strong brand attachment and engagement and ultimately leading to brand advocacy. This brand-focused study, which goes beyond the technical aspects of AR, is unique and has the potential to inform the strategic decision-making of managers aiming to enhance the customer experience by means of AR implementation.