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This study explores the impact of Augmented Reality (AR) technology on customer engagement, the influence of cultural factors on AR adoption, and the long-term effects of AR on customer loyalty and brand advocacy. Through a comprehensive analysis of survey data, three key hypotheses were tested. First, the effectiveness of AR on customer engagement was evaluated, revealing that AR significantly enhances customer interaction and engagement with brands across diverse industries. Second, the study investigated the role of cultural factors in moderating AR adoption. The findings indicate that cultural influences significantly shape customer perception and comfort levels with AR, especially when experiences are tailored to specific cultural contexts. Lastly, the long-term impact of AR on customer loyalty was assessed, showing that AR experiences positively influence brand loyalty and the likelihood of customers recommending brands to others. The results from this research support the integration of AR technology as a strategic tool for enhancing customer engagement and loyalty, particularly when cultural considerations are incorporated into AR experiences. The implications of these findings suggest that businesses adopting AR can benefit from increased customer satisfaction, deeper engagement, and stronger brand advocacy, positioning AR as a critical component in future marketing and customer experience strategies.
Raval et al. (Mon,) studied this question.