Augmented reality: A bibliometric and systematic review of scientific research in marketing

Abstract

In the current context of the expansion of technology use for the benefit of marketing, Augmented Reality (AR) embodies a form of digitalization of the shopping experience and offers support to consumers in this process. The number of scientific publications on AR has been increasing exponentially. This paper aims to examine the descriptive, intellectual structure and conceptual structure of AR research in marketing field and produce a systematic review. This bibliometric analysis, based on 247 articles from the Scopus database, covered two periods between 2009 and June 2023. The conceptual structure of the bibliometric analysis revels that period 1 (2009-2020), augmented reality studies focused mainly on AR characteristics (interactivity), while the studies on period 2 (2021-june 2023) focused on consumer behavior and metaverse. Moreover, the intellectual structure reveals that augmented reality research in marketing has not reached its maturity. Finally, the systematic review demonstrates that the experimentation method dominates the most influential studies in this field in terms of citations.

Keywords: Augmented reality, marketing, bibliometric analysis, systematic review.

Classification JEL: M31

Paper type: Theoretical Research