Abstract

Augmented reality (AR) has been seen as the next big thing to change the way people perceive and interact with the world. Many researchers have attempted to explore how AR can be combined with different scenarios to create an immersive experience for the customers. However, previous studies on AR were fragmented, which may lead to lacking a holistic understanding of it. Our study intends to figure out the main themes and future trends of AR in marketing by conducting a systematic review of 118 papers. We divide the application of AR in marketing into four categories such as advertising, gaming, retailing, and experiences of place (tourism, museum, and sport events). In each category, we summarize current research progress and propose future research agendas for researchers. They can address the current research gap and open up new research perspectives based on our work. This study also provides practical implications for system developers and managers to design and apply this technology in their field.

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