Augmented reality in marketing: a close look at the current landscape and future possibilities
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 22 March 2024
Issue publication date: 4 June 2024
Abstract
Purpose
The purpose of this study is to consolidate the fragmented research on augmented reality (AR) as a marketing tool and provide a comprehensive understanding of its possible marketing applications.
Design/methodology/approach
The study conducted a systematic review and bibliometric analysis of 103 papers on AR-marketing to identify the most prevalent topics and conceptual frameworks. Performance analysis and science mapping were utilized to examine the key marketing domains influenced by AR.
Findings
The analysis revealed that AR has had the biggest impact on marketing domains such as consumer acceptability, customer interactivity, retail, and destination marketing.
Practical implications
The results of this study provide organizations with insights into the current state of AR-marketing, enabling them to successfully use AR to improve their marketing strategies. Furthermore, the study highlights potential areas for further research and development in AR for marketing.
Originality/value
This research offers a valuable, comprehensive overview of AR’s role in marketing by systematically reviewing and analyzing the existing literature. The findings open doors for organizations and researchers to explore AR’s potential applications in marketing strategies and future research opportunities.
Keywords
Citation
Javeed, S., Rasool, G. and Pathania, A. (2024), "Augmented reality in marketing: a close look at the current landscape and future possibilities", Marketing Intelligence & Planning, Vol. 42 No. 4, pp. 725-745. https://doi.org/10.1108/MIP-04-2023-0180
Publisher
:Emerald Publishing Limited
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