Comparative analysis of the effectiveness of AR tools in marketing strategies of leading confectionery corporations of Ukraine and the EU

Abstract

The purpose of the study is to evaluate the effectiveness of employing augmented reality (AR) tools in the product promotion processes of confectionery companies in Ukraine and the European Union, based on an analysis of audience engagement metrics, the intensity of consumer interaction, and the impact on conversion parameters.

The methodological framework of the study comprises a comparative analysis of corporate practices, content analysis of digital marketing campaigns, and the synthesis of statistical data regarding user interaction with interactive elements, as well as inductive and deductive methods that ensured the formulation of well-founded generalizations. The information base is derived from open corporate data, marketing reports, and materials from analytical platforms.

The results of the research establish that the implementation of virtual visualizations contributes to an increase in the duration of user brand interaction, higher levels of emotional engagement, and a rise in the frequency of repeat contacts. European manufacturers demonstrate higher efficiency indicators due to the comprehensive integration of digital communication channels, content personalization, and synergy with mobile applications. Meanwhile, Ukrainian enterprises are characterized by positive dynamics in audience engagement; however, the resulting effect remains limited due to insufficient scaling and the irregular use of interactive tools. A stable correlation was identified between the degree of augmented reality technology integration and conversion rates, confirming its strategic viability.

The conclusions substantiate that AR technologies are an effective tool for enhancing the competitiveness of enterprises in the confectionery industry. Strengthening their effectiveness is possible through systematic implementation, integration into a unified digital ecosystem of marketing communications, and orientation toward consumer behavioral patterns. The findings can be utilized to improve product promotion strategies in both domestic and European markets.