EVALUATING THE EFFECT OF AUGMENTED REALITY ON CUSTOMER ENGAGEMENT IN THE FASHION INDUSTRY IN DELTA STATE, NIGERIA

This study examined the effect of AR on customer engagement in the fashion industry in Delta State, Nigeria. The specific objectives of this study were to examine the effect of interactivity, informativeness, and vividness in AR on customer engagement. A quantitative research design was adopted using a cross-sectional survey approach. Data were collected from the respondents using a structured questionnaire. Since the customer population was unknown, the sample size of 384 participants was determined using Cochran’s formula. The instrument was validated using content and face validity, while test–retest reliability and Cronbach’s alpha were employed to ensure reliability. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that all three AR dimensions positively and significantly affect customer engagement. Informativeness was the strongest predictor of customer engagement, followed by interactivity and vividness. The study also established that AR significantly enhances customer engagement by improving product information delivery, enabling interactive experiences, and providing immersive and realistic visualizations. The study concludes that AR is a critical digital marketing tool that strengthens customer engagement in the fashion industry. The study recommends that fashion retailers should enhance AR-based informativeness to improve consumer experience and sustain competitive advantage in the digital marketplace.