Augmented reality in marketing: a close look at the current landscape and future possibilities

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.