<p>The study aims to explore the rise of Augmented Reality in Marketing and its impact on customer engagement. Recent developments in Augmented Reality (AR) technology have boosted interest in its use in marketing, which we refer to as Augmented Reality Marketing (ARM). However, incorporating AR poses several potential barriers for marketers aiming to boost customer engagement. This research examines the evolution and economic implications of AR in the realm of marketing and investigates how AR affects customer experiences and perceptions. Using the Senti-strength algorithm, the study classifies social media reactions to AR content over three three-month periods into positive, negative, and neutral sentiments. Among 51,629 AR-related social media related searches, 72.05% were positive, mainly stemming from news outlets and user-generated content. The study findings show that shared location, social interaction, and perceived social status influence the social AR experience and strengthen customer-to-customer relationships, thereby increasing continued use. Data were collected from news platforms (64.8%), personal blogs, forums, and video platforms (12.9%). These findings contribute significantly to the field of AR marketing and provide helpful insights for practitioners seeking to enhance the usage of AR technology.</p>