The Effect of Augmented Reality Interactivity on Consumer Brand Engagement — A Chain Mediating Model

Abstract

The use of augmented reality (AR) technology has changed the way companies and consumers engage with brands. Although some theoretical literature points out that the interactivity of augmented reality helps to improve consumer brand engagement, there is a lack of systematic empirical research on how the interactivity of augmented reality affects consumer brand engagement through process mechanisms. Based on the understanding of existing research gaps, relying on the theory of social presence and brand authenticity and 368 online questionnaire data, we constructed a structural equation model containing the chain mediation effect, and explored the chain mediation effect of social presence and perceived brand authenticity, as well as the moderating effect of psychological ownership and self-consistency. The results indicated that (1) augmented reality interactivity had a significant positive effect on consumer brand engagement; (2) social presence and perceived brand authenticity had a significant positive effect on consumer brand engagement; (3) social presence and perceived brand authenticity partially mediated between augmented reality interactivity and consumer brand engagement, and together they acted as a chain mediator; and (4) Psychological ownership positively moderates the relationship between social presence and consumer brand engagement; (5) Self-congruence positively moderates the relationship between perceived brand authenticity and consumer brand engagement; and (6) Consumer brand engagement has a significant positive effect on word-of-mouth communication and brand use intention. This study enriches the research on the interface between augmented reality technology and brand management, and provides practical significance for enterprises to utilize AR technology for brand marketing.