INFLUENCE OF AUGMENTED REALITY ADVERTISING OF MTN ON PATRONAGE AMONG RESIDENTS OF ABAKALIKI METROPOLIS

Resumen

This study examined the influence of Augmented Reality (AR) advertising by mobile network providers on the purchasing decisions of consumers in Abakaliki Metropolis. The increasing use of digital technology in marketing, especially through AR tools, has created new ways for mobile networks to interact with their targetaudience. However, there is still limited understanding of how these interactive adverts affects the actual buying behavior of consumers. The aim of this research was to find out the extent to which residents of Abakaliki are exposed to AR adverts, how they react to and interpret them, and whether such adverts influence their decision to subscribe to or use mobile network services. The study adopted the survey method and a structured questionnaire was administered to 400 respondents selected from different streets across Abakaliki Metropolis. The data collected were analyzed using tables, percentages, and simple interpretation. The findings revealed that most residents have seen AR adverts before, and many of them found the adverts entertaining and creative. However, the level of active engagement with the ads was not very high, and only a few people admitted to making a purchase because of the AR experience. The study also showed that visual presentation and 3D animations in the adverts were more influential than the interactive features or the information provided. In conclusion, while AR advertising has succeeded in grabbing attention and creating brand awareness, its ability to fully influence consumer behavior is still growing. The study recommends that mobile network providers improve the frequency, simplicity, and relevance of their AR content to make a stronger impact on consumers’ decision making processes.