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Journal : Journal of Digital Marketing and Search Engine Optimization

Analysis of the Use of Augmented Reality (AR) in Digital Marketing Campaigns: A Case Study of a Fashion Brand Nurhaliza
Journal of Digital Marketing and Search Engine Optimization Vol. 2 No. 1 (2025): Journal of Digital Marketing and Search Engine Optimization
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jseo.v2i1.10

Abstract

The development of digital technology has driven changes in marketing strategies, with Augmented Reality (AR) becoming one of the key innovations to increase consumer engagement. The use of AR in video-based social media platforms such as TikTok opens up new opportunities for fashion brands to create more interactive and immersive marketing experiences. This study aims to analyze the effectiveness of using AR in a fashion brand's digital marketing campaign on TikTok and identify the factors that influence it. The method used is qualitative research with a case study approach, through in-depth interviews with TikTok users and observation of AR campaign content of fashion brands active on the platform. The results show that AR visual quality, content relevance to TikTok trends, ease of filter access, and the level of filter interactivity are key factors in increasing consumer engagement and purchase interest. In addition, the emotional and entertainment experience offered by AR contributes to positive brand perception. The conclusion of this study confirms that AR is not just a technology gimmick, but an effective experiential marketing strategy. The practical implications of this research provide guidance for brands in designing more creative and relevant AR-based campaigns, while its academic contributions enrich the literature review on immersive technology-based digital marketing. This research also opens up opportunities for further exploration in other industry sectors and other social media platforms.
Co-Authors Abdul Halimd Achmad Romadin Adia Syaputri Ahmad Fudhail  Majid Aisyah Rahayu Setyaningrum Akhmad Jufri Alfi Azizah Alfini Althoff Hibban Amelia Putri Amelia, Nadila Amelia, Nisa AMELIA, NUR Amiruddin Ananda, Intan Dhea Andi Serlina Anjani, Astri Anjlan Berutu, Annisyah Anne Mudya Yolanda annisah kurniati Apryliani , Apryliani Usman Ardianto, Akmal Army Auliah Aryadi, Mirda Asniar Asniyah Nailasariy Asram A.T Jadda Astuti Astuti - Azhar Amsal Badaron, St Fauziah Barisah Bima Nanda Pratama Boby Syefrinando Burhan Yusuf Habibi Cahyani, Maulidya Endah Dwi Cindi Fadillah Sari Dahliana, Dina Defri Yoza Dehito Surya Holiq Depriwana Rahmi Desi Ulissa Cahayani Sa'adah Destiana Fitri Destri Zadia Arini Deva Diani Dian Utami, Dian Dike Adelia Dimas Abyan Fatkhin Al-Aswad Dimas Ilham Nur Rois Dinda Ayu Syafitri Diva Nadia Emilson, Nur Husni Endang Tirtana Putra Fadilla, Fatwa Banatya Fajariezky Ramanda Putera Fandi Gusriyanda Firdaus, Cecep Bryan Galuh Ayu Putri Gita Isyanawulan Gumanti Gustriza Erda Hakim, Faris Kurnia Halil, Muhammad Hasbudiana, Anisa Herrin, Paquita Jafier Hilmi, Lubna Tul Ilyas Imam Fiqram Juanda Isfayani, Erna Iskandar, Teuku Ismail, Toto Suyoto Ismawati Jati Arifiyanti Jefriadi Jefriadi Joko Sapto Pramono Jon Maizar Karmilah Khodijatul Kubro Kurniati Dwi Utami Lestiawati Lilis Rosmainar Lira Firna Lisa Rosmala Dewi Lisya Septiani Putri Liza Puspa Dewi M. Ayyub Abdul Aziz M. Dai Darmawan, Syafiq Aljani Siagian, Tri Narti Pasaribu, Rahmad Efendi Rangkuti M. Luthfi Reza Putra M. SYIFA RAMADHAN Maharani, Dea Mahriyuni Mai Yuliza Makmur Malikurrizki, Bagas Mandra Adrika Putra Mardaus Purba Maricar, Muhammad Husni Maulana, Alvin Mitakasia, Dinda Sesar Mochamad Nurdin Muh. Lutfi Muhammad AlFajri Muhammad Amar Muhammad Nurhakim Mulyani Rodi Muin Muslimin, Ihwan Nul Musraini M Musthofa Akmal Syahputra Nailisa, Nur Nanik Yuzalmi Nawi, Mohd Zulfakar Mohd Nelfia Adi Nila Putri Sari Ningrum, Septia Nova, Tatiana Erma Nur Kumalahayati Nur Rois, Dimas Ilham Nurdiana Nurhayati Nursyahfira Nuryani Rustaman Nusantri Purba Octavia, Ismi Okprianti, Reny Okta Bella Syuhada Pebriandi, Pebriandi Pertiwi, Khoir Annisa Praja Sukma Malengga Purnomo, Yunda Yutisa Putri Muliya Putri, Agnia Salfiah Putri, Cika Filiana Putri, Inka Della Nur Zaini Rahma, Indah Rahma, Salsabila Nurisa Rahmadani, Nurul Rahmawati, Eis Rahmawati, Putri Yunita Rahmi Junaida Rahmi Wahyuni Ramadani Rifa Maulah Husni Rifai, Ikhsan Rinny Jelita, Rinny Ririn Dwi Novertha Riris Raisyah Parira Rizky Kurniawan Suryadi Rozi, Facrul Runtuwene, Dwi Windi Rustam Efendi Safitri, Adelia Sagita, Lara Salahuddin Salahuddin Salim Salim, Salim salman al farizi Salwa, Nur Anisa Samsuddin Saputra, Mimis Sarasmita Apriyenti Sari Kurniati Setyaningrum, Febriana Bella Shahdana Sharmila Dewi Siti Nurlaela SITI SUHAILA Sri Muliana Suci Yuniati Suhadi Syahisna Bayu Sukamto Sumra Suraida Suryani, Linda Syamsia Manapa Syamsudhuha Syarofi, Muhammad T. Thyrhaya Zein Tasya, Puja Islami Tengku Silvana Sinar Tika Agustina Tri Prastiyo Agung Nugroho Vika Puji Cahyani Wahyuni, Andi Lis Wirananda, Muhammad Rifka Wirna Wulan Sari, Rika Wulandari Wulandari Yenita Roza Yosi Arianti yulasteriyani Yunita Lidyanti Yuyun Mardiana Zefri Maulana ZULFAH Zulfah Zulfah Zuliani, Rafiza