Exploring the role of augmented reality as a new brand advocate

Abstract Augmented reality (AR) has proven to be a potential source of disruption in the marketing discipline. Abundant research has attested to AR's potential by exploring the impact of AR attributes on behavioral intentions and users' attitudes. However, AR's potential to spark customer interactions, co‐create value, and foster brand advocacy remains poorly understood. This study explores whether and how AR can turn users into brand advocates. Applying structural equation modeling to a sample of 502 AR users, the study finds that AR empowers users during their shopping experience, creating strong brand attachment and engagement and ultimately leading to brand advocacy. This brand‐focused study, which goes beyond the technical aspects of AR, is unique and has the potential to inform the strategic decision‐making of managers aiming to enhance the customer experience by means of AR implementation.