The impact of augmented reality within the fashion industry on purchase decisions, customer engagement, and brand loyalty

This study explores the transformative impact of Augmented Reality (AR) in the fashion industry, specifically analyzing how AR technology influences purchase decisions, enhances customer engagement, and fosters brand loyalty in an increasingly digital consumer landscape. A quantitative method was used where a questionnaire was employed to collect data from 855 Middle Eastern customers. The findings demonstrate that AR positively influences purchase decisions, substantially elevates customer engagement, and reinforces brand loyalty, highlighting its transformative potential in shaping consumer behavior within the fashion industry. This study advances the understanding of how AR technologies can be leveraged to enhance purchase decisions, foster deeper customer engagement, and build stronger brand loyalty thus influencing long-term consumer-brand relationships in the fashion industry. It offers practical insights for fashion brands seeking to integrate AR into their marketing strategies to create more immersive and impactful consumer experiences.