2022 augmented reality marketing coca cola case study

RESEARCH PROPOSAL

TOPIC: THE IMPACT OF AUGMENTED REALITY MARKETINGIN
PURCHASING INTENTION OF MILLENNIALS PURCHASING
BEHAVIOR. THE CASE STUDY OF COCA COLA IN VIETNAM

Chapter 1: Theoretical background
Introduction
These days individuals experience existence where desktop-based associated with innovation
moving towards mobile and wearable computing (Satyanarayanan, 2001; Ware and
Balakrishnan, 1994). The individual devices are being changed into artificial, external eyes and
ears for detecting implanted data in the encompassing condition. Modern technology is
increasingly accelerating, transforming many industries and shaping the future world. With these
technological advances, the race of leading technology companies in the world on technology
innovation must also take advantage of their time and resources to be able to stay strongly in the
market. And marketing technology that help enterprises to improve the efficiency of marketing

campaigns for their products and services is not the exception of this trend (Esha Jain, 2017).
The upsides of both real and digital can be mixed into solitary interface, which empowers new
applications and services to be created (Thomas Olssona, 2012). The way towards bringing the
real and virtual closer together outcomes into the starting point of augmented reality.

Virtual reality (VR) technology was a new term that appeared around the early 90s, but really
flourished in the last few years (Moses Okechukwu Onyesolu, 2011). As predicted by Gartner
(global market research organization), VR topped the list of 10 strategic technologies in 2009. In
the US and Europe, virtual reality (VR) has become a key technology thanks to its wide
applicability in all areas (research and industry, education and training, tourism, real estate
services, commerce and entertainment, etc.) and economic potential, as well as in civil and
military. Especially in marketing field, the application of augmented reality brings breakthrough
experience for potential customers (Filip Grudzewski, 2018). Augmented reality (AR) is a
technology that develops further from VR technology. AR focuses on combining the real world

with virtual information, not separating users into a separate space like VR (Ooi Jin, 2015). AR
allows users to interact with virtual space in real life, user will touch everything in that space and
users and the environment around them can interact with each other (R. Silva, 2003). It is also
the technology to spread to users the fastest thanks to new technology effects which help to
attract and stimulate user’s discovery and imagination. AR premises to create marketing
experience, create breakthroughs for users because the product is not only displayed before the
eyes but also it also can be touched, interacted to meet the real needs of customers (R. Silva,
2003). Marketing experiences with AR, it is also an effective tool for manufacturers to receive
backward interactions with feedback from users, thereby making reasonable and timely
adjustments to their products and services to meet the need of customers better (A.R Philipp,
2019). It is due to huge benefits that AR brings to businesses, many organizations effectively
attempted to grow business with this innovation (Elham Baratali, 2016). Big and well-known
brands have launched innovative new marketing campaigns with AR technology. For example,
Adidas gives users a thick experience before buying. Ikea allows customers to experience and
choose suitable furniture samples to order and buy. Volvo lets users test drive and experience the
new features and utilities of the car. L’Oreal enables users choose the most suitable cosmetics for
each user. Besides the ability to improve customer experience, AR technology has been proven
to have positive impact on customer purchasing behaviors through providing entertainment,

emotions and experimental experience of using products which add more values and information
in the process of buying decision making of customers (Abrar, 2018).

The millennials is a term used to refer to those born between 1980 and 2000. Unlike Baby
Boomer born in the period 1950-1969 with many political vibrations, or people born in the
period 1970 - 1985 (generation X) when the world did not have many breakthroughs in
economy, information technology, generation Y was the generation born in the period when the
whole world transformed with the advances of science, telecommunications, of multifaceted
cooperation (Flor Madrigal Moreno, 2017). What is more important, moreover, is the main
workforce, the main customer, who determines the survival and development of the current
global economy (Matthew B. Cimperman, 2018). Because of the strong number and one of the

most powerful purchasing groups, millennials has become the top concern of many brands in all
industries, but it is also a problem. Because customers of this generation are tech-savvy but full
of skepticism, traditional ads no longer work (Katherine, 2011). Despite the diversity of
millennials, there is a common theme throughout the Y-generation love of technology.
Technology is so important to millennials that 53% want to give up smell rather than their
technology (Ljupka, 2017). More than 80% sleep with their mobile phones and 32% millennials
check social media from toilets (Ljupka, 2017). A report by Nielsen on millennials shows more
than 74% feel that new technology makes their lives easier. While 54% say the new technology
brings them closer to their friends and family (Nielsen, 2017).

It is therefore not surprising that millennials are embracing AR. In fact, millennials are twice as
likely to buy AR headsets as their peers. Not only is it the promise of advanced technology that
attracts millennials, the rich experiences that AR brings are equally appealing (H.B Amir, 2017).

Research objectives
However, previous research and studies have not identified clearly how the application of AR in
marketing for products and services make influence on purchasing intention of millennials.
Therefore, this research focus on exploring and identifying the impact of AR marketing on
purchasing behavior of Gen Y with the analysis of case study of the implementation AR
technology in Coca Cola’s marketing campaign in Vietnam.

Research questions
With the objectives mentioned above, the research paper come to find answers for the following
question: How does augmented reality marketing impact on purchasing intention of millennials
in Vietnam?

Chapter 2: Literature review
The concept augmented reality
Definition of augmented reality

Augmented reality began in 1968 by Sutherland, who used it to build head-mounted display
systems. As the development of augmented reality became concerned, it was quickly used in
many areas of business, logistics, gaming, manufacturing and retail (C. Julie, 2011). AR is
defined as is the physical extension of the universe by adding layers of information generated by
the computer to the real environment (C. Julie, 2011). The information in this context can be any
virtual object or content, including text, images, videos, sounds, haptic feedback (vibration on
touch - called Haptic Feedback), data, GPS, and even smells (smells). But AR is not just simple
display technology. It also represents a kind of real-time native user interface for human
interaction with digital objects and devices (R. Silva, 2003). Silva and his colleagues in their
research in the application of AR pointed out that AR can be built by performing four basic and
separate tasks, and combining output in a useful way as following (R. Silva, 2003).

Screen capture: First, the reality needs to be enhanced by using video capture devices such as
cameras or see-through devices such as a head-mounted display (HMD).

Scene identification: Next, the actual captured image must be scanned to determine the exact
location where the virtual content should be embedded. This location can be identified by signs
(visual tags) or by tracking technologies such as GPS, sensors, infrared, or lasers.

Screen processing: When the context is clearly identified and defined, corresponding virtual
content is required, usually from the Internet or from any type of database.

Scene visualization: Finally, the AR system creates a mixed image of real space as well as virtual
content. Experts also distinguish between Augmented Reality (AR) - augmented reality and
Virtual Reality (VR) - virtual reality. VR is a completely computer-generated environment, users
immerse themselves fully in the three dimensions displayed on a computer screen or through

special displays, such as Oculus Rift. In contrast, AR (or Mixed Reality as it is sometimes called)
combines both virtual and real. AR users can still feel the real world around them.

The development of augmented reality
The term AR first appeared in 1950 when a cameraman named Morton Heilig believed that
cinema was an art that viewers were able to interact with movies being shown on the screen. In
1962, he began developing his ideas, which in 1955 he called "the Cinema of the Future" called
Sensorama, which existed before the advent of digital computers. Subsequently, Ivan Sutherland
devised a head-on device with the idea that it would help display information of the immediate
objects in 1966. By 1968, he developed the working prototype of the first AR system. Myron
Krueger then in 1975 set up an artificial reality laboratory called the video room. It is an area that
allows users to easily perform virtual elements for the first time (J. Carmigniani, 2011). In the
early 1990s, AR became a research area. In 1997, Ronald Azuma surveyed and wrote an AR
survey in which he defined AR means combining real and virtual into one being recorded in 3-
dimensional space and interacting in real time (J. Ford, 2008). In 2000, Bruce Thomas created
the first mobile AR game and presented it at the International Symposium on Wearable
Computers. In 2007, applications in the medical field began to develop. Later, more AR apps
were designed, and one of them was the Wikitude AR Travel Guide app created in 2008. Also in
2008, Gartner Inc predicted AR would be one of the 10 most difficult technologies. Most
applications in the period 2008-2012. In addition, in the future it is clear that AR not only
develops apps based on search location but also thrives in the fields of social networks and
games, education, life health. Figure 1 shows the development of augmented reality through
historical periods.

Figure 1: The development of AR

Over the years, AR applications have become flexible and usable on mobile phones. In addition,
the AR application has become one of the media (for example, news, entertainment and sports
facilities). Recently, AR applications are heavily used in the field of e-commerce and tourism.
Besides, it becomes a very important part of the field of virtual reality (VR) applications. AR has
a lot of advantages over traditional VR. One of the most obvious advantages of AR is that it feels
more realistic, more interactive because AR focuses on integration between the virtual
environment and the real world.

Difference between virtual reality and augmented reality
Virtual reality is also a technology that interacts with the digital world, helping the experience to
immerse people in a whole new space ahead (Gandolfi, 2018). With virtual reality, users seem to
be in a completely artificial environment simulated and created by computer software. There are
images and sounds extremely realistic like you are standing in that environment. Virtual reality

technology will need the interaction of the motion sensor or gyroscope to recognize the
movements of the user. In addition, there should be a computer with good enough graphics, input
and output devices, etc (N. Anand, 2018). Virtual reality technology is now applied a lot in life,
especially entertainment, virtual reality games and train some special jobs like pilot.

Meanwhile, augmented reality is a combination of real life images around users with virtual
information that is completely separate from the real world and the virtual world like VR (N.
Anand, 2018). AR helps the actual images users are viewing become richer and more diverse
with virtual images. AR technology will add virtual details created by a computer or smartphone
(Elham Baratali, 2016). Users can freely interact with virtual content in the real world such as
touch and capture, ... users can see a typical example of AR technology applied in Pokemon Go.
This is a game, proving it is a virtual element, but users can still move in their real world, from
the streets, offices or at home, ... join to catch the Pokemon by interacting on the smartphone
screen.

The first difference can be easily noticed that the devices attached to these two technologies are
completely different (N. Anand, 2018). For VR, the device that comes with user needs to be a
virtual reality headset, and users are completely dependent on it. For AR technology, users
absolutely do not need to depend on specific equipment such as VR, such as Pokemon Go
games, users just need to use their smartphone.

AR is also easier to apply in practice, while VR is more often used in entertainment or for new
experiences. Both technologies allow entertainment experiences to become more popular and

more popular (Gandolfi, 2018).

In terms of popularity, AR is also more popular than VR, AR can be used immediately with a
smartphone because the phone already has cameras and sensors to identify the outside world,
whereas, VR requires users to have powerful hardware to be able to experience, which costs to
buy VR devices. In the low-end segment we have Google Cardboard from 10 - 15 USD but the
higher segment is high-end devices such as Oculus Rift about 600 USD or HTC Vive about 800
USD. In addition, the virtual reality glasses also require computers with powerful configurations,
the cost for computers is really big and not everyone can afford it.

AR and VR are different but not two rival technologies, each has its own application and the
other cannot, so these two technologies will still exist in parallel. VR is more commercially
available and popular, while VR is more technology-specific, so it takes time to develop and
make devices more accessible to users can appear widely. In general, AR and VR are all great
technologies that give users experiences and interactions that create room for entertainment and
fun or to bring interaction between digital devices and the real world. Not only AR and VR
operate independently, but actually often work together to provide an optimal user experience.
Finally, whether independently or in combination with each other, AR and VR are open to users
for real and virtual worlds.

The application of AR in marketing
Digital media has been more and more interested and selected in recent years. It allows users to
interact more deeply, create a different, realistic world, where users can feel, express emotions,
freely experience with the product (Stephen, 2015). The trend of digital marketing is also
evolving to meet the technology's growing desire to understand technology for consumers who
are accustomed to convenient access to almost everything they want with smartphones and
Internet connection (Esha Jain, 2017). Currently, there are many businesses that have been
applying augmented reality to communication activities, promoting products, brands, businesses
to customers and the public (S.D Sumesh, 2015). Augmented reality communication is a new
marketing trend of 2019, promising to bring exciting, authentic and new experiences to

customers and the public. Along this line, Kenneth and his colleagues (2015) also agreed that the
implementation of AR technology in marketing creates a favorable condition for businesses to
bring customers brand-new experience in approaching and experimenting products and services,
which increases the chance to buy products and services (R.D Kenneth, 2016).

Elham Baratali in his research on effective AR in marketing (2016) identified that simply AR
marketing is the combination of traditional print media with digital elements or innovative
elements such as sound, 3D images, graphics, electronic versions ... to create a new world with
users, so that they have a deeper experience with the products and brands of the business (Elham
Baratali, 2016). Similarly with Elham Baratali, O. Mauroner, L. Le and S. Best also totally
agreed that augmented reality technology is at the forefront of the trend of interactive media
marketing (O. Mauroner, 2016). Augmented reality has digital components that make it possible

for users to interact in a real environment. It allows customers to experience the product with just
a smartphone, tablet, ... For example, AR-enabled applications allow users to scan images on
pages, websites, screens or packages with smartphone and an interactive 3D model, the link will
pop up and hover over the print media (O. Mauroner, 2016). Both studies by Elham Baratali
(2016) and O. Mauroner (2016) identified outstanding benefits of AR application in marketing
on branding communication for businesses. This can be demonstrated by the fact that AR
technology in advertising not only brings new impressions and experiences to users, but it also
brings positive advantages with marketing and business development (Elham Baratali, 2016; O.
Mauroner, 2016).

The implementation of AR technology is considered to help businesses increase their product
presence and image in the market (Camila Moreira, 2017). When businesses give their customers
a personal experience so that customers have chance to be immerse themselves in experimenting
process and then very impressed, they will remember their experience with businesses and come
back many times to try out all the products and services, which results in increasing customer
brand loyalty gradually (Camila Moreira, 2017).

Besides, thanks to AR technology, marketers now can improve documentation and marketing
strategy to increase better interaction with potential customers (N.W Syarifah, 2016). With
augmented reality communication marketers can learn, tune and improve based on the
meaningful interactions customers who are experiencing with their current campaigns. By using
the feedback or inputs marketers receive while customers interact with the media, marketers can
learn a lot about them and what is happening and drive their purchasing decisions as they
continue to interact. This valuable information will help marketers create effective marketing
materials (N.W Syarifah, 2016).

Characteristics of Millennials
The Millennials is the term used to refer to those born between 1980 and 2000 (Travis J Smith,
2015). Unlike Baby Boomer born in the period 1950-1969 with many political vibrations, or
people born in the period 1970 - 1985 (generation X) when the world did not have many
breakthroughs in economy, information technology, generation Y was the generation born in the
period when the whole world transformed with the advances of science, telecommunications and
multifaceted cooperation (Travis J Smith, 2015). The more important factor is that generation Y

now considered as the main workforce, the main customer, who determines the survival and
development of the current global economy (Katherine, 2011). According to the report by ITUC
(2015), In the United States only, about 1 million people of Generation Y add to the workforce
each year. It is estimated that Generation Y will account for 36% of the US workforce by 2025.
In France, there are currently 16 million people in Generation Y, accounting for 40% of the
workforce. In Vietnam, it is estimated that in the next 3 years, Generation Y will be the largest
component, accounting for more than 43% of the labor force (ITUC, 2015).

Having access to technology from an early age, it can be said that Generation Y is the generation
that gets more benefits from the development of information technology than previous
generations (Luís Simões, 2008). They develop themselves in an open world where millions and
billions of people around the world are connected. There are many channels to expand and learn
knowledge, to exchange and connect; for Generation Y, the term "Flat World" is no longer a

vague concept, because they are truly global citizens who benefit and directly promote
cooperation and globalization (Travis J Smith, 2015).

Generation Y are the adults at the intersection of old and new, therefore, on the one hand, they
are open, inclusive, respectful of personal freedom and the penetration of global culture; but on
the other hand, they are also people who grow up and are influenced by traditional culture and
thinking (Luís Simões, 2008). Therefore, it can be seen that, although Generation Y promotes
freedom and personal enjoyment; with the trend of backpacking all over the world; but at the
same time, they still value the family reunion time, the happy moments, knowing the true values
that we need to preserve, and understanding the stopping points . Similarly, even though they
grew up in an era of information technology development and the spread of social media
channels; The Y generation still retains its own oasis of soul, life and real relationships, of
traditional cultural activities instead of focusing on virtual games and sites; because they have
also experienced the period of the Internet not yet penetrating into life, and they understand the
joy and emotions brought about by traditional culture.

Born in the development of high technology, it is not surprising to understand when millennials
spend most of their money buying products and services online. According to statistics for the
consumer market in the USA, up to 40% of men and 33% of women in the millennials tend to
shop for things on the Internet. The report also points out that millennials spend more than an

hour a day on online shopping sites (Nielson, 2016). Millennials often interact with brands via
social media (Bejan Brandusa, 2018). They spend a lot of time surfing their social networking
sites and from there interacting with brands. Taking advantage of this, brands have used social
networks to increase brand awareness (Flor Madrigal Moreno, 2017). Social networking is
definitely an effective way for millennials, because each of them has at least one social media
account. But it is obvious that mobile advertising is gaining the upper hand in today's digital
world, especially when a large number of millennials buy directly via mobile devices instead of
desktops or laptops (Matthew B. Cimperman, 2018).

But connecting with the Y generation online is not easy when traditional advertising has become
useless to them. In fact, most Millennials think that ads that need to be persuaded should be
attractive and not generic and easy to guess.

The impact of AR marketing in customer behavior
Virtual reality in marketing (VR) and augmented reality (AR) are predicted to create a revolution
in the e-commerce industry, with an estimated value of up to $ 150 billion by 2020 (Warc
Toolkit, 2017). According to Warc, the development of VR and augmented reality will make
brands easier to connect emotionally with consumers. Virtual reality devices will bring
customers completely new experiences in a 360-degree space, which is forecast to be the main
marketing trend that strategic planners will look forward to in the near future. VR and AR aren't
new technologies - but 2018 saw them really emerge as a promising marketing platform. A lot of
money is now being invested in virtual reality technology as brands look for new ways to attract
customers. As the marketing market becomes more competitive and more people refuse to
receive marketing messages, the value of the brand experience may diminish. That's the
advantage that led to the development of augmented reality in marketing.

Augmented reality marketing is defined as the application of augmented reality technology in
marketing activities to identify, develop, and quickly deploy new experiences and thus support
the customer's journey (J. Carmigniani, 2010). The presence of augmented reality (AR)
technology in branding is growing. Marketers are beginning to notice and realize the power that
AR can bring to consumers, which have been proved in previous research that AR make great
influence on customer behaviors (Javornik, 2016). In the past, customers had to spend time and
effort to buy everything from personal items, books, food or high-value products such as cars,

furniture or real estate. However, the items that take them a lot of time, effort and money when
buying home can make them feel satisfied or not is another matter. But now, with the rapid
development of current technology and science, the application technology platforms and the
trend of marketing with augmented reality have turned customers' concepts and shopping habits
into new peak (A. Rese, 2014). Augmented reality technology has helped remove barriers

between buyers and sellers, giving buyers faster access to new products as well as making
purchases easier (Javornik, 2016; A. Rese, 2014). Both research by Javornik et al. (2016) and A.
Rese et al. (2014) showed that AR has great impact on aspects of customer behaviors including:
brand awareness, interactivity, engagement and purchase intention (Javornik, 2016; A. Rese,
2014).

AR increase brand awareness

With the background of highly competitive consumer market and overloaded information, strong
and distinctive brands form a strategic resource of companies. Branding is an intangible asset
that allows companies to attract customers and develop sustainably (Conner, 1991). A high level
of brand awareness and brand knowledge can reduce the risk that (potential) customers perceive
in the context of a purchase of multiple choices and alternatives from different suppliers and
therefore are essential brand management challenges (O. Moisescu, 2013). Brand identity
reflects the fact that consumers can build their own personal image of the brand based on
recognition and experience interacting with the brand (O. Moisescu, 2013).

AR applications represent forms of multilateral communication and thus allow active
participation in the communication process between brands and consumers. Interactivity can be
considered as a central element to enhance the depth of information processing from consumers.
Using AR technology to provide customers with exciting experiences and services allows brands
to express themselves as creative leaders in their industry. It also leads customers to price a
product of a brand more than the same products.

H1: AR has positive impact on brand awareness

AR facilitates customer’s interactivity

Newhagen et al. (1995) were the first to introduce interactivity. Interaction is considered by them
to be the psychological element in the viewers' email messages. In their research, interaction is

based on performance based on two constructs, that is, the psychological feeling about the
effectiveness of the viewer and the sense of the viewer's communication device. Interaction is
primarily related to the sender's belief that the retailer can process the message into a valuable
input and then act on the query in any way. Later, Wu (1999) applied these two efficiency factors
to internet users by renaming them to the efficiency of internal and external systems. Wu (1999)
proposed that the effectiveness of an internal-based system could be translated into internet users
where they are going and where they are. Interestingly, the performance of an external-based
system can be described according to the user's perception of a site's responsiveness.

Previous studies have also identified a new interactive aspect called communication defined as
the medium through which users believe that a website has two-way media (Song and Zinkhan,
2008). . A few studies have analyzed the interactivity on an available and unavailable website.
Therefore, if one site has options, i.e. search option, background color (some colors can be
annoying to users) compared to another site, the first site is said to have a degree of more
interactive. Shopping online should have these features for a successful purchase. It can also
instill confidence in customers and customers who are almost intending to purchase in the future
and recommend the site to friends, colleagues and the community.

Current research has presented interactivity as a moderator between augmented reality and
customer brand cohesion. In general, whenever customers find an interactive and user-friendly
website, it can enhance interactive brand interaction through any smart device or app. Literacy is
an element for interacting with such devices and applications. Because most devices and
applications available are compatible but require users to be able to read and write.

H2: AR has positive correlation with interactivity and brand engagement

AR facilitate brand engagement

Consumers who shop online have an increased commitment to a brand (Kim et al., 2008) and

indirectly relate to the failure and success of that particular brand (Ashforth & Mael, 1989). . It
can be assumed that customers participating in online shopping tend to be positive and optimistic
for a brand (Writz et al., 2013). Surprisingly, a consumer brand engagement not only increases
their overall brand engagement but can also help increase the sales of organizations. Customer
brand engagement is deeply rooted in relationship marketing, emphasizing ideas or interaction

and customer experience (Vivek et al., 2012). Because Mollen and Wilson (2010) customer
brand commitment is defined as the emotional and cognitive commitment of a positive
relationship with a specific brand through a computer-mediated website or device. Designed to
convey brand value. Brand commitment engages a collaborative link with a more specific brand,
requiring perspectives on encouraging experience though encouraging the tools to get away from
brand communication.

According to customers, they only engage with a brand only when their needs, desires and prices
are met by any particular brand. Consumer brand engagement is considered to be positive and
directly related to brand relationships and intent to purchase at a specific time (Brodie et al.,
2011). An obvious fact is that if consumers shop online to create value and actually get the item
or product as mentioned in the ad will create value, this can add to the trust on specific websites
and increase your future purchase intent. On the other hand, the strategic moves that affirm an
increase in customer brand engagement will most likely increase loyalty programs (Hollebeek,
2011). Stronger brand involvement can lead to strong membership relationships, allowances and
discounts, and other incentives for such consumers leading to the intention of purchasing a
specific brand in the future (Algesheimer et al., 2010). This was also supported by Chiou et al.
(2010) stated that word of mouth can increase and have a direct impact on purchase intent.

H3: AR has positive influence on brand engagement

AR and purchase intention

Purchase intent is a type of commitment with a person who buys or repurchases the product

whenever needed or intends to shop (Halim & Hameed, 2005; Fandos & Flavian, 2006). It holds
an important position because organizations intend to increase sales of a specific brand or
product to earn a gross profit. Intention to purchase depends on a number of factors such as
customer satisfaction, loyalty and retention. A brand has certain features or advantages that
instill a customer's buying intent. These features include brand image, quality and product
knowledge, product engagement and attributes. Current research intends to show whether
augmented reality can enhance purchasing behavior in online shopping and also show important
aspects such as know-how of smart apps and devices needed to build brand cohesion.
Consumers' buying intentions are primarily influenced by word of mouth (Kenyon & Sen, 2012)
whether it is negative or positive. To make purchases, it is understandable that consumers will go

through the research phase to gain the best deal (Horn & Salvendy, 2006). In the search process,
consumers will consider different aspects of the product, i.e. price, performance, reliability,
durability and a number of other factors before ordering.
H4: AR has positive impact on brand awareness, interactivity and brand engagement, which
leads to positive influence on purchase intention
Conceptual framework

Brand awareness

Augmented Interactivity Purchase
reality intention

Brand
engagement

Chapter 3: Research Methodology
Methodology
Both secondary data and primary data will be used in the research. The secondary data come
from empirical previous research and studies. Secondary data will be mainly collected from

Google Scholar and Middlesex library search engines. Keywords for searching include
“augmented reality”, “AR”, “purchase intention”, “millennials”, “Coca cola”, “marketing”.

Primary data will be gathered through survey with questionnaires. It shows the first information
gathered by the specialists and researchers in the past to get important data with the end goal of
study. The primary data will give us the entrance to data about components and factors that lead
to customers’ purchase intention. It empowered revelations that would not be accessible through
secondary data.

To investigate the quantitative information and data gathered from the analysis, the programming
IBM SPSS will be utilized.

Sample
For business research, sample sizes between 30 and 500 are considered sufficient (Wright &
Crimp, 1995). Considering the comprehensiveness of the results as well as the time and budget
constraints, the sample size determined for this study was 200. To ensure representation for
many Pakistani cities, responses were collected from online consumers from different cities.
Convenient sampling techniques have been used to identify the samples.

Data collection
Data for the current study is collected using online questionnaires distributed via convenient
sampling techniques on Facebook and Google groups. Groups representing different brands have
been reviewed for data collection. The web survey method was chosen to collect feedback
because it is much better than the usual method of saving time and cost. The nature of this study
also makes the selection of web surveys feasible. The online questionnaire was posted on
Facebook and Google groups and members of these groups were invited to fill out the
questionnaire via private messages until 200 responses were available to collect. Participation in
online surveys is voluntary and no monetary or non-monetary benefits are provided. Participants
can only fill out the questionnaire once and no changes are allowed in their feedback after
submitting the online form.

Data measurement
Table 1 shows the number of items to measure each variable and the source of these items and
recent studies have confirmed these scales. Variables calculated using the 5-point Likert scale
indicate: 1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree and 5 = Strongly agree.
Data are analyzed through frequency distribution, reliability analysis, correlation, moderation
regression and structural equation modeling through path diagrams. Most data were analyzed in
SPSS version 22 except path analysis in AMOS version 22

Variable Number of items Items Source
Augmented reality Bulearca & Tamarjan (2010)
Brand awareness

Interactivity Liu, (2003); McMillan &
Hwang (2002); Wu, (1999)
Brand engagement Hollebeek et al. (2014)
Purchase intention Augusto de Matos et al.
(2007)

Chapter 4: Findings

Chapter 5: Discussion

Conclusion

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