Integrating augmented reality into health media campaigns: toward a more behavioral impact economic evaluation

Abstract

This study investigates the efficacy and economic efficiency of augmented-reality (AR)–enhanced health-media campaigns in urban settings of Jordan, the Saudi Arabia. Employing a quasi-experimental, comparative design, 600 adults aged 18–45 were randomly assigned to either an AR intervention—featuring interactive 3D simulations of smoking risks and vaccination mechanisms—or a conventional video/text campaign. Pre- and post-intervention surveys measured cognitive/emotional engagement, behavioral intention, and self-reported health actions, while detailed cost logs enabled incremental cost-effectiveness ratio (ICER) analyses. Results demonstrated that AR immersion significantly elevated presence [F(1,594) = 152.07, p < 0.001] and time-on-task [F(1,594) = 210.33, p < 0.001], which in turn produced larger and more durable increases in intention (η2 = 0.14 for Arm × Time interaction) and actual behavior change [smoking reduction t(598) = 20.84, p < 0.001; vaccination uptake χ2(1) = 32.56, p < 0.001]. Economic evaluation revealed that AR campaigns achieved lower ICERs (USD 29.50 per unit behavior change) compared to conventional media, with sensitivity analyses confirming robustness. Multi-group moderation analyses confirmed stronger path coefficients and greater cost-efficiency in the Saudi Arabia sample, underscoring the moderating role of technological readiness and cultural factors. These findings affirm AR’s promise as a cost-effective modality for immersive health promotion.