Instagram Augmented Reality Marketing in Boosting Brand Awareness and e-WOM in the Indonesian Bottled Tea Industry

This study explores the efficacy of Instagram's augmented reality (AR) features in enhancing brand awareness and electronic word-of-mouth (e-WOM) within Indonesia's bottled tea industry. The research uses a cross-sectional survey and partial least square structural equation modeling (PLS-SEM) to focus on how AR can transform consumer engagement and interaction on social media platforms. Findings from a sample of 260 bottled tea consumers in Greater Jakarta indicate that AR significantly enhances brand awareness, substantially influencing e-WOM. The integration of AR into Instagram marketing not only captivates and engages users but also fosters stronger consumer-brand relationships and promotes brand loyalty through interactive and immersive digital experiences. The study’s implications underscore AR's role in revolutionising marketing strategies by providing immersive experiences that are shown to increase brand visibility and influence purchasing decisions. Limitations and future research directions are discussed, highlighting the potential for broader applications of AR in different market segments and its impact on various consumer demographics.