Augmented Reality in Marketing

Abstract

Digitalization, digital transformation, Industry 4.0, the Fourth Industrial Revolution – any of these terms carry along with them the possibility or necessity to apply digital technologies to the current form of business, the world and life. Augmented reality is one of these digital technologies. Augmented reality offers broad applications within both business and society. The aim of this paper is to systematically analyse the use of augmented reality in the context of marketing and find answers to the established research questions. For these purposes, a bibliometric study of publications listed in the Web of Science database was conducted. Using the Pareto principle, an analysis of abstracts in papers that obtained 80% of the total times cited was performed. The results are summarized and presented in a structured manner according to the types of immersion and marketing purposes. After a discussion of the findings, directions for future research activities in this field are suggested. The completed research shows an increasing interest in the area in question and suggests that AR has earned a strong place in marketing, either in the field of tourism and cultural heritage or in the area of positively influencing consumer purchasing behaviour.