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.

中文翻译：

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营销中的增强现实：仔细审视当前形势和未来可能性

目的

本研究的目的是巩固增强现实（AR）作为营销工具的零散研究，并全面了解其可能的营销应用。

设计/方法论/途径

该研究对 103 篇 AR 营销论文进行了系统回顾和文献计量分析，以确定最流行的主题和概念框架。利用绩效分析和科学绘图来检查受 AR 影响的关键营销领域。

发现

分析显示，AR 对消费者接受度、客户互动、零售和目的地营销等营销领域影响最大。

实际影响

这项研究的结果为组织提供了对 AR 营销现状的见解，使他们能够成功地利用 AR 来改进他们的营销策略。此外，该研究还强调了 AR 营销领域进一步研究和开发的潜在领域。

原创性/价值

本研究通过系统回顾和分析现有文献，对 AR 在营销中的作用提供了有价值的、全面的概述。这些发现为组织和研究人员探索 AR 在营销策略和未来研究机会中的潜在应用打开了大门。