Mohd Ekram Alhafis Hashim, Nursafinas Albakry, Mohd Farizal Puadi, Mohd Fauzi Harun, Muhammad Zaffwan Idris, Nadia Segi Prameswari
Although augmented reality (AR) has grown in popularity in advertising research, existing studies are theoretically fragmented and provide limited insight into the underlying mechanisms by which AR improves brand engagement. Previous research has looked at emotional responses, decision-making benefits, and immersive branding methods in isolation, but no complete synthesis has connected these findings into an integrated framework. To address this gap, this systematic analysis examines how AR affects brand engagement by analyzing 23 peer-reviewed papers gathered from Scopus and ERIC using advanced search terms combining "branding," "advertising," and "augmented reality." The goal of this review, guided by the research question "How does augmented reality enhance brand engagement through affective interaction, consumer empowerment, and innovative branding?" is to consolidate empirical and conceptual evidence to clarify the pathways through which AR shapes consumer-brand relationships. The investigation identifies three interconnected mechanisms. First, AR improves affective interaction by eliciting emotions like delight, curiosity, and inspiration, which have a substantial impact on brand perceptions and behavioral intentions. Second, AR empowers consumers by allowing for real-time product visualization, customization, and interactive trials, which encourage autonomy, decision confidence, and experience control. Third, AR fosters inventive branding by combining digital and real surroundings to generate immersive storytelling, novel touchpoints, and distinct brand expressions that appeal to digitally savvy customers. This review indicates that AR promotes brand engagement through interwoven emotional, cognitive, and experiential processes, providing advertising practitioners with clearer theoretical insight and practical direction when developing AR-driven campaigns. By synthesizing findings from many contexts, the study contributes to a more comprehensive understanding of AR's strategic function in contemporary advertising communication. © 2025, IPMEDIA SDN BHD. All rights reserved.
Multimedia Creative Department, Faculty of Arts, Sustainability and Creative Industry, Universiti Pendidikan Sultan Idris, Malaysia; Faculty of Languages and Arts, Universitas Negeri Semarang, Indonesia
