Name: B. Geethpriya & T. Narmhatha
Country: India

Year: 2026
Volume: Volume No: 13, Issue No: 1, Year: 2026
Page Number: 279-283
DOI: https://doi.org/10.5281/zenodo.19692426

ABSTRACT
Augmented Reality (AR) has emerged as an innovative technology in digital marketing,
enabling brands to create immersive and personalized experiences for consumers. This study aims to analyse the impact of AR marketing on personalized brand experience and consumer behaviour. Primary data was collected from 150 respondents through structured questionnaires. Statistical tools such as simple percentage analysis, Chi-square test, and ANOVA were used for analysis. The findings reveal that AR marketing significantly improves customer engagement, satisfaction, and purchase intention. It also enhances brand perception by creating interactive and realistic experiences. Despite its advantages, challenges such as high cost, technical limitations, and lack of awareness still exist. The study concludes that AR is a powerful tool for improving personalized brand experience and shaping the future of marketing.

Keywords: Augmented Reality, Personalized Marketing, Customer Experience, Consumer
Behaviour, Digital Marketing