The Triple E’s of Augmented Reality Ads: Engagement,Experiences and Effects

Augmented reality advertising (ARA) is increasingly transforming the digital marketing landscape by enabling immersive and interactive ad experiences for consumers. Grounded in the stimulus–organism–response model and supported by the technology acceptance model, this study examines the Triple E dimensions of ARA—Engagement, Experience and Effect—among Indian consumers. Even with the soaring popularity of ARA, little is known about its influence on consumers. Data were collected from 312 respondents using a structured questionnaire administered and analysed using one-way analysis of variance, Tukey’s post hoc tests and the Friedman rank test. The findings indicate that ARA significantly enhances consumer engagement across demographic groups, improves experiential outcomes such as memorability and ease of understanding, and is positively associated with purchase-related responses, particularly among young consumers. The insights from the study can be used by marketers to design captivating and intriguing ads that will maximise consumer engagement, effects and experience.