10th International Conference on ICT for Intelligent Systems in New York

Authors - Prince Kelvin Owusu, Philimina Pomaah Ofori, Moses Aggor, Gibson Afriyie Owusu, Jefferson Oduro Asiamah, Martins Larweh Nuertey, Joseph Djossou Akwetey, Joel Nana Sarfo Konadu
Abstract - The integration of immersive technologies such as Augmented Reality (AR) and Virtual Reality (VR) is revolutionizing global marketing and advertising strategies, yet their application within Ghana’s communication landscape remains underexplored. This study investigates the pioneering role of AR and VR in transforming marketing practices in Ghana, with a focus on how these technologies influence consumer engagement, brand perception, and strategic communication. Employing a mixed-methods research design, the study combines qualitative interviews with 15 marketing professionals across major urban centers and quantitative survey data from 250 consumers who have interacted with immersive advertisements in retail, real estate, and tourism sectors. The findings reveal a rising trend in experimental AR/VR adoption among Ghanaian firms, driven by a desire to differentiate brands and deepen customer interaction. However, results also indicate significant barriers, including high implementation costs, limited technological infrastructure, and a lack of skilled personnel. Consumer responses demonstrated high engagement and positive emotional reactions to AR/VR content, particularly among younger demographics, though accessibility concerns persist. The study concludes that while AR and VR offer transformative potential for Ghana’s marketing sector, their long-term success depends on strategic investment in digital infrastructure, public-private partnerships, and targeted capacity-building programs. It recommends that policymakers support immersive technology adoption through subsidies and training initiatives, while marketers should focus on culturally relevant, mobile-optimized AR/VR campaigns to maximize reach and effectiveness. This research contributes to the growing discourse on digital innovation in emerging economies and provides a roadmap for integrating immersive technologies into Ghana’s evolving communication ecosystem.