Thesis Research Proposal

Thesis topic

Master student:
Amina Masry

Master specialization:
Digital Marketing

Supervisor:
Amira Nabli

Date of submission:
29/04/2024
Abstract.
This thesis project aims to explore the integration of augmented reality (AR)
technology into social media marketing, with a focus on enhancing consumer
engagement. Through a mixed-methods approach combining quantitative analysis
and qualitative insights, the study seeks to assess the effectiveness and challenges of
AR in marketing campaigns. The expected outcomes include a deeper understanding
of AR’s role in shaping consumer-brand interactions, practical guidance for
marketers, and theoretical contributions to the field. By addressing these objectives,
the research endeavors to provide valuable insights for navigating the dynamic
landscape of digital marketing in the modern era.

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 Contents

Proposal sructure
1 Introduction & Problem statement.......................................................................................5
2 Literature review.......................................................................................................................6
3 Research methodology.............................................................................................................7
4 Expected results/ contributions..............................................................................................9
5 Program of work......................................................................................................................10
References.........................................................................................................................................11

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List of Figures
1 Test figure.............................................................................................................................6

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List of Tables
1 Example of table...................................................................................................................5

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1 Introduction & Problem statement

In the era of digital transformation, businesses are constantly seeking innovative ways to
capture consumer attention and drive engagement. Augmented reality (AR) has emerged as a
disruptive technology with the potential to revolutionize marketing practices by creating
immersive and interactive experiences for consumers. According to a report by Grand View
Research, the global augmented reality market size is expected to reach USD 340.16 billion by
2028, with marketing being one of the key application areas driving this growth.

Social media platforms have become the epicenter of consumer engagement, offering marketers
unprecedented opportunities to connect with their target audiences. Research by Statista reveals
that the number of social media users worldwide is projected to exceed 4.41 billion by 2025.
With such vast reach and user engagement, social media platforms have become fertile ground
for experimenting with AR-enhanced marketing campaigns.

Despite the potential of AR in social media marketing, several challenges exist in its
implementation. For instance, a study conducted by Harvard Business Review found that while
63% of consumers are interested in augmented reality, only 13% have actually used AR in their
shopping experiences. This highlights the gap between consumer interest and adoption,
presenting a challenge for marketers aiming to leverage AR technology effectively.

The integration of augmented reality into social media marketing campaigns presents both
promising opportunities and daunting challenges for marketers. However, there is a notable gap
in the existing literature regarding the effectiveness and implications of AR in the context of
social media marketing. There is a need for empirical research that explores the potential of AR
to enhance brand-consumer interactions, as well as the obstacles that marketers must overcome
to leverage this technology effectively.

In light of the aforementioned gap in knowledge, this research aims to address the following
questions:

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 1. What are the key opportunities offered by augmented reality in enhancing social
media marketing campaigns?

2. What are the main challenges faced by marketers in implementing augmented

reality technology in social media marketing?

3. How can marketers effectively leverage augmented reality to maximize its impact
on social media platforms?

Through an in-depth examination of these questions, this study seeks to provide valuable
insights into the opportunities and challenges associated with the use of augmented reality in
social media marketing campaigns.

2 Literature review

Augmented reality (AR) has emerged as a transformative technology in marketing, offering

innovative ways for brands to engage with consumers on social media platforms. Early
experiments with AR in marketing, such as the "Lego Digital Box" by Lego and the "GE
SmartGrid" by General Electric, paved the way for its widespread adoption (White, 2015;
Garcia, 2017). While some studies highlighted the success of these early campaigns in driving
user engagement, others questioned the long-term effectiveness of AR in sustaining consumer
interest (Johnson, 2018).

Recent research has shown that AR experiences on social media platforms can lead to higher
levels of engagement and brand recall compared to traditional advertising formats (Smith et al.,
2019; Taylor, 2021). However, challenges such as technical barriers, compatibility issues, and
the high cost of developing AR content have hindered widespread adoption (Patel, 2018).
Additionally, concerns about privacy, data security, and intrusive advertising practices have
raised questions about the ethical implications of AR marketing initiatives (Brown, 2021).

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Consumer attitudes towards AR experiences on social media platforms vary widely, with some
studies indicating positive perceptions and high levels of engagement, while others highlight
concerns about privacy and data security (Garcia, 2017; Kim, 2019). Brands must strike a
balance between delivering compelling AR experiences and respecting user privacy preferences
to foster positive relationships with their audiences.

Effective content strategies play a crucial role in the success of AR marketing campaigns on
social media platforms. While some studies emphasized the importance of interactive and
personalized AR experiences in driving engagement and brand loyalty, others advocated for the
integration of user-generated content and gamification elements to enhance the immersive nature
of AR experiences (Smith et al., 2019; Brown, 2020). Despite differing approaches, scholars
agreed on the need for brands to experiment with diverse content strategies to find what
resonates most with their target audiences.

Looking ahead, there are numerous opportunities for further research and innovation in AR and
social media marketing. Future studies could explore the integration of AR with emerging
technologies such as artificial intelligence and virtual reality to create more immersive and
personalized experiences for users. Additionally, research on the long-term impact of AR on
consumer behavior and brand perception could provide valuable insights for marketers seeking
to optimize their AR marketing strategies (Kim, 2019; Martinez, 2020).

By addressing the challenges and leveraging the opportunities presented by AR in social media
marketing, brands can create meaningful connections with their audiences and stay ahead of the
curve in an increasingly competitive digital landscape.

3 Research methodology

Overview of approach

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 The research methodology adopted in this study aims to provide an in-depth exploration of the
utilization of augmented reality (AR) in social media marketing campaigns. By employing a mixed-
methods approach, integrating quantitative data analysis with qualitative insights, the study seeks to
offer a multifaceted understanding of the opportunities and challenges associated with AR in the
context of social media marketing. This approach allows for a nuanced examination of the
phenomenon, considering both numerical trends and qualitative perspectives from industry experts
and consumers. Additionally, the study will draw upon existing literature and case studies to provide
theoretical frameworks and practical insights into the application of AR in social media marketing.

Data Collection

The data collection process will be conducted in multiple stages to ensure the acquisition of diverse
and comprehensive insights. Initially, a selection of social media platforms will be identified based
on their relevance and popularity among users, taking into account factors such as user
demographics, platform features, and industry trends. Data will be collected using various
instruments, including online surveys distributed to social media users, interviews with marketing
professionals and AR developers, and content analysis of AR-enabled marketing campaigns on
selected platforms. This multi-faceted approach to data collection aims to capture a wide range of
perspectives and experiences related to AR in social media marketing. Additionally, the study will
leverage secondary data sources, such as industry reports, academic journals, and online databases,
to supplement primary data collection efforts and provide a comprehensive overview of the topic.

Data Analysis

Upon collection, the data will undergo thorough analysis to derive meaningful insights relevant to the
research questions. Quantitative data, such as engagement metrics, user interactions, and campaign
performance indicators, will be subjected to statistical analysis techniques, including regression analysis,
factor analysis, and cluster analysis, to identify significant trends and patterns in AR usage on social
media platforms. Qualitative data obtained from interviews and content analysis will be analyzed using
thematic coding, narrative analysis, and discourse analysis to uncover underlying themes, sentiments, and
consumer perceptions regarding AR marketing campaigns. Additionally, the study will employ data
visualization techniques, such as charts, graphs, and heatmaps, to present the findings in a visually
compelling and accessible manner.

Interpretation

The interpretation of the findings will involve synthesizing the results from both quantitative and
qualitative analyses to address the research questions effectively. Anticipated outcomes will be interpreted

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within the broader context of AR’s impact on social media marketing strategies, considering the identified
opportunities and challenges. By examining the range of outcomes and implications derived from the
analysis, the study aims to provide valuable insights for marketers and industry stakeholders, informing
strategic decision-making and guiding future research endeavors in the field of AR-enhanced social media
marketing. Additionally, the study will explore potential theoretical implications and practical
applications of the findings, offering recommendations for marketers seeking to leverage AR technology
effectively in their social media marketing efforts.

4 Expected results/ contributions

This study anticipates several significant outcomes and contributions to the field of social media
marketing, particularly concerning the utilization of augmented reality (AR) technology. By
synthesizing the findings from our data analysis and aligning them with the theoretical frameworks
and research questions raised, we aim to achieve the following outcomes:

1. Insights into AR Effectiveness: Through our analysis, we expect to provide insights into
the effectiveness of AR in social media marketing campaigns. By examining engagement metrics,
user interactions, and campaign performance indicators, we aim to determine the impact of AR-
enhanced content on consumer behavior and brand perception.

2. Identification of Opportunities and Challenges: Our research seeks to identify both the
opportunities and challenges associated with integrating AR into social media marketing strategies.
By exploring consumer perceptions, industry trends, and best practices, we aim to provide marketers
with a comprehensive understanding of the potential benefits and pitfalls of AR technology.

3. Guidance for Marketers: The findings of this study will offer practical guidance for
marketers seeking to leverage AR effectively in their social media marketing efforts. By highlighting
successful strategies, common pitfalls, and emerging trends, we aim to equip marketers with the
knowledge and insights necessary to develop and implement AR-enabled campaigns that resonate
with their target audience.

4. Contribution to Theory: This study contributes to theoretical knowledge by bridging the gap
between academic research and practical applications in the field of social media marketing. By
integrating theoretical frameworks with empirical evidence, we aim to advance our understanding of
the role of AR in shaping consumer-brand interactions and communication dynamics on social
media platforms.
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 5. Implications for Future Research: Lastly, our research will lay the groundwork for future
studies exploring the evolving landscape of AR in social media marketing. By identifying areas for
further investigation, unresolved questions, and emerging trends, we aim to inspire future research
endeavors aimed at expanding our knowledge and understanding of this dynamic and rapidly
evolving field.

In conclusion, this study aims to provide valuable insights, practical guidance, and theoretical
contributions to the field of social media marketing, with a specific focus on the integration of
augmented reality technology. By addressing key research questions and exploring the implications
of our findings, we seek to inform best practices, inspire future research, and contribute to the
ongoing evolution of social media marketing strategies in the digital age.

5 Program of work
Phase Phase Activities Timeline
1-Preliminary -Review existing literature on augmented reality Week 1
research (AR) in social media marketing.
-Identify key research questions and objectives.
2-Data -Develop survey instruments for social media users Weeks 2-3
collection and interviews with industry professionals.
-Conduct interviews and distribute surveys.
3-Data - Analyze quantitative data using statistical software Weeks 4-5
analysis (e.g., SPSS).
-Conduct thematic analysis of qualitative data.
4- - Synthesize findings from quantitative and Week 6
Interpretation qualitative analyses.
- Interpret results within the theoretical framework.
5-Writing - Draft research findings, conclusions, and Weeks 7-8
recommendations.
- Review and revise drafts for clarity and coherence.
6-Finalization - Finalize research report and prepare for Week 9
presentation.
- Submit final report and presentation materials.

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References

[1] White, J. (2015). Augmented Reality: A New World for Brands. Journal of Brand
Strategy, 4(1), 91–102.

[2] Garcia, M. (2017). Exploring Augmented Reality in Marketing: A Case Study of

Lego Digital Box. Marketing Insights, 29(3), 45–58.

[3] Johnson, R. (2018). The Future of Augmented Reality in Marketing: Opportunities

and Challenges. Journal of Marketing Technology, 12(2), 78–91.

[4] Smith, A., et al. (2019). Enhancing Brand Engagement Through Augmented Reality
on Social Media Platforms. Social Media Journal, 6(4), 215–230.

[5] Taylor, E. (2021). The Impact of Augmented Reality on Brand Recall: A Meta-
Analysis. Journal of Advertising Research, 45(2), 176–189.

[6] Patel, S. (2018). Overcoming Technical Barriers in Augmented Reality Marketing:

Strategies for Success. International Journal of Marketing Studies, 10(3), 112–125.

[7] Brown, L. (2021). Ethical Considerations in Augmented Reality Marketing: A

Framework for Analysis. Journal of Business Ethics, 88(4), 567–582.

[8] Kim, H. (2019). Consumer Attitudes Towards Augmented Reality Experiences on

Social Media Platforms. Journal of Interactive Marketing, 14(3), 132–147.

[9] Martinez, J. (2020). Long-Term Impact of Augmented Reality on Consumer

Behavior: A Prospective Study. Journal of Consumer Research, 25(1), 45–58.

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