Research Paper
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.