Prospects of Using Augmented Reality (AR) Tools in Advertising in the Aspect of Consumer Engagement

Today, more and more companies are using AR (Augmented Reality) tools to promote their products, services and various brands. The purpose of the study is to identify the factors of “engagement” of different consumer groups in AR advertising. The main research question is to determine what affects the level of user engagement in such advertising. This paper analyzes the “Net Promoter Score” and the Technology Acceptance Model (TAM). Final qualification work includes theoretical and practical analysis. As part of the study, an online survey was conducted, as well as an expert survey (specialists in the field of AR application development and marketing). The work consists of three chapters: the first chapter is devoted to the study of the “User Engagement Theory” and the concept of “engagement”, the second chapter discusses augmented reality technologies and their application in marketing communications, analysis of cases in Russia and in the world, the third chapter includes analysis of the data and research results.