The use of augmented reality in brand marketing and its relationship to purchasing behaviorfor a sample of consumers in Dubai

The study was interested in identifying the use of augmented reality in marketing the commercial world and its relationship to the purchasing behavior of a sample of consumers in the city of Dubai in the United Arab Emirates, especially since 66% of consumers in the United Arab Emirates rely on augmented reality in shopping, and in light of the rapid technical development at the level Globally, the study focused on the nature of the uses and effects of augmented reality applications on consumers’ purchasing decisions. The study relied on the survey method using the available sample of users of augmented reality applications in Dubai, to whom an electronic questionnaire was applied. The study reached many scientific implications, the most important of which is the increased reliance on augmented reality applications in shopping among the sample, specially fashion brand products, furniture and decor, restaurants, hotels, cars, and modern electronic devices. The study revealed that utilitarian motives are the most important reasons for using applications, as well as providing freedom to compare brands, which helps create the need to purchase, and helps support the purchasing decision of a sample of consumers.