Next-Gen Marketing: Influencers Driving Post-Purchase Satisfaction Through AR Engagement

This study explores the combined impact of augmented reality (AR) and influencer marketing on post-purchase satisfaction and loyalty in the Indian beauty industry. With the market poised to reach USD 25 billion by 2025, AR and influencers play a pivotal role in creating personalized and immersive shopping experiences. Using Situated Cognition Theory, the research examines how AR engagement and influencer credibility influence consumer behavior, focusing on shopper engagement as a mediator. Data from 282 respondents with prior AR shopping experience show that perceived usefulness of AR and influencer authenticity significantly enhance shopper engagement, which in turn drives post-purchase satisfaction and brand loyalty. The findings highlight the importance of interactive, context-rich AR experiences and trustworthy influencers in building long-term customer relationships. Additionally, the study identifies potential challenges, such as AR and influencer fatigue, and calls for innovative strategies to maintain consumer interest. These insights provide valuable guidance for marketers, AR developers, and influencers aiming to create more engaging and satisfying shopping experiences.