Immersive Augmented Reality and Global Brand Engagement: Satisfaction Mechanisms in International Marketing Environments

Once a novel marketing tool, immersive augmented reality marketing (ARM) in global brand contexts is now changing the marketing landscape. This study analyzes how ARM influences global customer engagement (GCE) within multinational brand ecosystems by using COP28 as an international marketing arena. A quantitative method was used to test three hypotheses. Primary data were obtained from surveys completed by COP28 visitors who interacted with immersive brand experience. The results show that the use of ARM improves GCE, where customer satisfaction acts as the main mechanism connecting ARM to GCE. The results obtained can set clear augmented global marketing strategies for global brand managers to adjust their global marketing strategies. The findings highlight unresolved tensions regarding when immersive brand experiences enhance satisfaction and engagement with increased immersive intensity, novelty, and contextual constraints and their effectiveness.