Augmented Reality Marketing and Customer Purchase Intention Among Furniture Enterprises in Eastleigh Trading Centers in Nairobi Kenya

Abstract

Customer purchase intention is an important metric determining firm profitability. To sustain and increase purchase intention, marketers face pressures to adopt best practices like augmented reality (AR) marketing. This study examined AR marketing's influence on purchase intention among Eastleigh furniture enterprises in Nairobi, Kenya. Guided by the theory of planned behavior and technology acceptance model, the quantitative cross-sectional study surveyed 61 customers over a period of two weeks to measure AR marketing exposures and customer purchase intention through three dimensions; brand awareness, social media engagement and user feedback. Regression analysis of multi-item Likert scale data found AR marketing explained a substantial 78.8% of variance in intent, with dimensions including heightened brand recall, social media engagement, and moderately favorable user feedback positively predicting desire to buy. By providing initial evidence that immersive AR brand communications can meaningfully assist small-scale enterprises seeking revenue growth opportunities, results suggest adopting such emerging interactive technologies strengthens relationships and likelihood to purchase even among Eastleigh's distinct furniture enterprises. The study concludes furniture firms embracing AR as an innovative communications solution stand to strengthen customer relationships and purchase likelihood.

Customer purchase intention is an important metric determining firm profitability. To sustain and increase purchase intention, marketers face pressures to adopt best practices like augmented reality (AR) marketing. This study examined AR marketing's influence on purchase intention among Eastleigh furniture enterprises in Nairobi, Kenya. Guided by the theory of planned behavior and technology acceptance model, the quantitative cross-sectional study surveyed 61 customers over a period of two weeks to measure AR marketing exposures and customer purchase intention through three dimensions; brand awareness, social media engagement and user feedback. Regression analysis of multi-item Likert scale data found AR marketing explained a substantial 78.8% of variance in intent, with dimensions including heightened brand recall, social media engagement, and moderately favorable user feedback positively predicting desire to buy. By providing initial evidence that immersive AR brand communications can meaningfully assist small-scale enterprises seeking revenue growth opportunities, results suggest adopting such emerging interactive technologies strengthens relationships and likelihood to purchase even among Eastleigh's distinct furniture enterprises. The study concludes furniture firms embracing AR as an innovative communications solution stand to strengthen customer relationships and purchase likelihood.