Augmented Reality (AR) Marketing and Sales Performance of Selected Telecommunications Firms in Delta State, Nigeria

This study investigated the effect of Augmented Reality (AR) marketing on the sales performance (SP) of selected telecommunications firms in Delta State, Nigeria. AR marketing was examined through four dimensions: Value-Proposition Resonance (VPR), Perceived Usefulness & Experience Quality (PUEQ), Trust, Safety & Data-Privacy Assurance (TSDP), and Context Fit & Local Relevance (CFLR). Anchored on a quantitative research paradigm, the study employed a cross-sectional survey design to capture data from 263 respondents proportionately drawn from a population of 765 employees across ten telecom firms in Asaba, Warri, Ughelli, and Sapele. Structured questionnaires were administered, and reliability analysis confirmed strong internal consistency, with Cronbach’s Alpha values exceeding 0.70 for all constructs. Data were analyzed using SPSS version 23, with descriptive and inferential statistics applied, particularly Ordinary Least Squares (OLS) regression. The findings revealed that all four constructs significantly influenced SP. VPR demonstrated a positive and significant effect (B = .117, p < .001), indicating that clearly communicated value propositions resonate with customers and improve outcomes. PUEQ also significantly affected SP (B = .054, p = .044), underscoring the role of engaging and useful AR experiences. TSDP was significant (B = .065, p = .035), reflecting the importance of trust, safety, and data-privacy assurances in driving customer responses. CFLR emerged as the strongest predictor (B = .971, p = .001), emphasizing that localized and contextually relevant campaigns exert the greatest impact on sales performance. The study concludes that AR marketing is a powerful tool for enhancing telecom sales in Nigeria. It recommends that firms prioritize clear value communication, immersive AR experiences, robust trust-building frameworks, and locally relevant marketing campaigns to maximize effectiveness and sustain performance growth.