International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
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Virtual Touchpoints, Real Decisions: Investigating Augmented Reality’s Effect on Engagement and Buying Behaviour

Author(s) Prof. Penubarthi Varalakshmi, Prof. Anasani Soma Sekhara Babu, Dr. S Sathya Franklin
Country India
Abstract Augmented Reality (AR) is rapidly transforming digital marketing by enabling immersive and interactive experiences that merge physical and virtual environments. As consumers increasingly expect personalized and engaging content, traditional digital advertising methods are becoming less effective in capturing attention and influencing purchase decisions. Despite the growing adoption of AR by brands across retail and e-commerce platforms, existing research largely emphasizes technological development rather than examining how AR features impact consumer psychology and marketing performance. In particular, there is a lack of integrated theoretical models explaining how AR characteristics translate into consumer engagement and purchase intention. This study addresses this gap by proposing and empirically validating a conceptual framework grounded in Stimulus–Organism–Response (S–O–R) theory and the Technology Acceptance Model (TAM). The research investigates how AR features such as interactivity, realism, vividness, and personalization influence psychological responses including immersion, enjoyment, perceived usefulness, and trust, which subsequently affect engagement, brand attitude, and purchase intention.
Keywords Augmented Reality, Digital Marketing, Consumer Engagement, Purchase Intention, Immersive Experience
Field Computer > Artificial Intelligence / Simulation / Virtual Reality
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-13
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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