An Exploratory Study of Augmented Reality Marketing in UAE

Abstract

The main aim of this research paper is to understand whether firms in the UAE should take advantage of the augmented reality technology, and implement it within their marketing strategies. The paper will first explore what augmented reality marketing, the benefits of augmented reality marketing, and delve into why firms should focus more on using augmented reality in their marketing. Primary research carried out locally in the UAE to have an in depth understanding of the consumer preferences and attitudes towards augmented reality in marketing. Results showed that consumers do indeed have a positive preference towards augmented reality marketing. Recommendations were given along with further research directions.