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Introduction

Augmented reality (AR) has emerged as a promising technology that has the potential to revolutionize the advertising industry. By overlaying digital information on the physical world, AR offers a unique and interactive way for brands to engage with consumers. This thesis explores the use of augmented reality in advertising and its impact on consumer behavior and brand engagement.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objectives of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter 2: Literature Review
2.1 Augmented reality technology
2.2 History of augmented reality in advertising
2.3 Theoretical framework of augmented reality in advertising
2.4 Benefits of using AR in advertising
2.5 Challenges of implementing AR in advertising
2.6 Consumer behavior and AR advertising
2.7 Brand engagement through AR advertising
2.8 Case studies of successful AR advertising campaigns
2.9 Future trends in AR advertising
2.10 Summary of literature review

Chapter 3: Research Methodology
3.1 Research design
3.2 Data collection methods
3.3 Sampling techniques
3.4 Data analysis techniques
3.5 Ethical considerations
3.6 Pilot study
3.7 Validity and reliability
3.8 Limitations of the research
3.9 Summary of research methodology

Chapter 4: Discussion of Findings
4.1 Analysis of data
4.2 Comparison of findings with literature review
4.3 Implications for advertising practitioners
4.4 Recommendations for future research
4.5 Summary of findings discussion

Chapter 5: Conclusion and Summary
5.1 Summary of key findings
5.2 Implications for the advertising industry
5.3 Contributions to existing literature
5.4 Recommendations for advertisers
5.5 Future research directions
5.6 Conclusion

Thesis Overview

Augmented reality (AR) has gained significant attention in recent years as a powerful tool for advertisers to engage with consumers in unique and interactive ways. This thesis explores the use of AR in advertising and its impact on consumer behavior and brand engagement.

Chapter 1 provides an introduction to the research topic, including the background, problem statement, objectives, limitations, scope, significance, structure, and definition of terms.

Chapter 2 presents a comprehensive literature review on AR technology, its history in advertising, theoretical framework, benefits, challenges, consumer behavior, brand engagement, case studies, and future trends.

Chapter 3 outlines the research methodology, including design, data collection, sampling, analysis, ethical considerations, pilot study, validity, reliability, and limitations.

Chapter 4 discusses the findings of the research, including data analysis, comparisons with the literature review, implications for practitioners, recommendations for future research, and a summary.

Chapter 5 concludes the thesis by summarizing key findings, discussing implications for the advertising industry, highlighting contributions to existing literature, offering recommendations for advertisers, suggesting future research directions, and providing a conclusion.

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