How Augmented Reality Affects Brand Usage Intention?: A Telepresence Theory Perspective

Despite the growing prominence of augmented reality (AR) in marketing, there is still limited understanding of how AR affects brand-related outcomes. By integrating telepresence theory and basic marketing theory, this study explores the impact of AR perceptual interactivity on consumer engagement, the mediating role of Immersion, and the subsequent impact on brand loyalty and usage intention. Regression analysis was used to analyze the data of 403 Chinese consumers, and finally, 404 valid questionnaire results were included. The results show that interactivity positively affects Immersion and Engagement, and engagement subsequently drives brand loyalty and willingness to use a brand. This study provides empirical support for the interaction-immersion-behavior mechanism, providing new insights into how AR shapes the relationship between consumers and brands. These findings help deepen our understanding of the theoretical connections between AR, consumer behavior, and brand marketing while providing practical implications for marketers leveraging AR technology. The research contributes to the growing body of literature on AR in marketing by offering a comprehensive framework that bridges theoretical and practical applications, ultimately guiding brands in creating more effective AR-driven marketing strategies.