From Engagement to Trust: How AR and Blockchain Are Shaping Digital Marketing and Consumer Behavior Analytics

Abstract

In the dynamic landscape of digital marketing, brands must capture consumer engagement while
building trust and harnessing behavioural insights. Two emerging technologies—augmented
reality (AR) and blockchain—are increasingly deployed to deliver immersive experiences and
secure data flows. This review explores how AR enables compelling interactions that drive
engagement and how blockchain supports transparency, data integrity, and trust, which are
critical for consumer behaviour analytics. Finally, it discusses the integrative potential of AR and
blockchain for advanced marketing strategies, analytics, and future research directions.