The Integration of Augmented Reality in Business Marketing Communication

Augmented Reality (AR) is rapidly reshaping marketing communication by overlaying digital information onto physical environments, enabling novel forms of consumer engagement, product experience, and brand storytelling. This paper synthesises theoretical perspectives, empirical evidence, and qualitative research designs for studying AR’s role in business marketing communication. Drawing on media characteristics frameworks, technology acceptance models, experience economy theory, and recent systematic reviews, the article conceptualises AR marketing, reviews key effects on consumer cognition and behaviour, proposes a qualitative research methodology to investigate managerial and consumer perspectives, and discusses managerial implications, ethical issues, and future research directions. The paper concludes that AR’s value in marketing lies in its capacity to increase experiential richness, reduce perceived risk, and strengthen purchase intention — but success depends on content quality, context-appropriateness, user interface design, and responsible implementation. Empirically grounded qualitative research is essential to unpack how stakeholders interpret AR experiences and to derive design and strategic guidelines. Keywords: augmented reality, AR marketing, marketing communication, technology acceptance, qualitative methodology, consumer experience