NJOMACS

Augmented Reality (AR) has transformed marketing by offering immersive advertising experiences to keep their present customers engaged and to bring in potential customers. Despite extensive research on Augmented Reality's role in advertising, its application in Nigeria remains largely unexplored. The research aims to study the extent, influence, and challenges of Augmented Reality in Glo’s advertising campaigns. The sample for the research was selected through a multistage sampling technique, and the research uses data collected from a combination of interviews and questionnaires to reach conclusions. Quantitative statistics and thematic analysis were used to analyse the data collected. The result showed that Glo had incorporated Augmented Reality in their 2020 and 2021 advertising campaigns, and the use of Augmented Reality has changed customer perception, increased customer awareness, and also influenced brand loyalty. However, while incorporating Augmented Reality in advertising, Glo has encountered a few challenges, including the consumer comprehension of Augmented Reality advertising and the failure to pass their messages to consumers using Augmented Reality advertising. The study recommends that to implement Augmented Reality advertising effectively, Nigerian telecom companies should collaborate with experts, tackle technical challenges, and prioritise data privacy and accessibility, thereby enhancing customer experiences and maximizing advertising impact.