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Journal : Journal of Digital Marketing and Search Engine Optimization

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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 Ahmad Fudhail  Majid Aisyah Rahayu Setyaningrum Akhmad Jufri Alfi Azizah Alfini Amelia Putri Amelia, Nadila Amelia, Nisa AMELIA, NUR Amiruddin Anjani, Astri Anjlan Berutu, Annisyah annisah kurniati Apryliani , Apryliani Usman Ardianto, Akmal Army Auliah Aryadi, Mirda Asniar Asniyah Nailasariy Asram A.T Jadda Astuti Astuti - Azhar Amsal Barisah Bima Nanda Pratama Boby Syefrinando Burhan Yusuf Habibi Cahyani, Maulidya Endah Dwi Defri Yoza Dehito Surya Holiq Depriwana Rahmi Destiana Fitri Destri Zadia Arini Deva Diani Dian Utami, Dian Dike Adelia Dimas Ilham Nur Rois Dinda Ayu Syafitri Diva Nadia Endang Tirtana Putra Fadilla, Fatwa Banatya Fajariezky Ramanda Putera Galuh Ayu Putri Gita Isyanawulan Halil, Muhammad Hasbudiana, Anisa Herrin, Paquita Jafier Hilmi, Lubna Tul Ilyas Imam Fiqram Juanda Iskandar, Teuku Ismail, Toto Suyoto Jati Arifiyanti Jefriadi Jefriadi Jon Maizar Karmilah Khairatun Nisa Khairil Umam Khodijatul Kubro Lestiawati Lilis Rosmainar 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 Maharani, Dea Mahriyuni Mai Yuliza Malikurrizki, Bagas Mandra Adrika Putra Maulana, Alvin Mitakasia, Dinda Sesar Muh. Lutfi Muhammad AlFajri Muhammad Nurhakim Mulyani Rodi Muin Muslimin, Ihwan Nul Musthofa Akmal Syahputra Nailisa, Nur Nanik Yuzalmi Nawi, Mohd Zulfakar Mohd Nelfia Adi Ningrum, Septia Nur Kumalahayati Nurdiana Nursyahfira Nuryani Rustaman Octavia, Ismi Pebriandi, Pebriandi Praja Sukma Malengga Purnomo, Yunda Yutisa Putri, Agnia Salfiah Putri, Cika Filiana Putri, Inka Della Nur Zaini Rahma, Indah Rahma, Salsabila Nurisa Rahmadani, Nurul Rahmi Junaida Ramadani Rifa Maulah Husni Rifai, Ikhsan Rinny Jelita, Rinny Rizky Kurniawan Suryadi Rohil Aisyah Runtuwene, Dwi Windi Safitri, Adelia Sagita, Lara Salahuddin Salahuddin salman al farizi Salwa, Nur Anisa Samsuddin Saputra, Mimis Sari Kurniati Setyaningrum, Febriana Bella Shahdana SRI LESTARI Sri Muliana Suci Yuniati Suhadi Syahisna Bayu Suraida Suryani, Linda Syamsia Manapa T. Thyrhaya Zein Tasya, Puja Islami Tengku Silvana Sinar Tika Agustina Tri Prastiyo Agung Nugroho Vika Puji Cahyani Wirananda, Muhammad Rifka Wirna Wulan Sari, Rika Yosi Arianti yulasteriyani Zefri Maulana ZULFAH Zulfah Zulfah Zuliani, Rafiza