THE INTEGRATION OF AUGMENTED REALITY IN MARKETING: ENHANCING CUSTOMER EXPERIENCE AND BRAND ENGAGEMENT: LITERATURE REVIEW
Keywords:
Augmented Reality, Marketing, Customer Experience, Brand Engagement, Immersive Technology, Digital Marketing.Abstract
Augmented Reality (AR) has emerged as a transformative technology with significant implications for marketing practices. This literature review explores the integration of AR in marketing strategies and its impact on enhancing customer experience and brand engagement. Drawing on a comprehensive review of scholarly articles, industry reports, and case studies, this paper synthesizes existing research to provide insights into the potential of AR to revolutionize marketing interactions. Key themes explored include the immersive nature of AR experiences, consumer attitudes toward AR marketing content, strategic considerations for AR implementation, and the role of AR in shaping brand-consumer relationships. The review highlights the importance of designing compelling and contextually relevant AR experiences that resonate with consumers and drive brand engagement. Moreover, it examines the challenges and opportunities associated with AR marketing, such as content saturation, technological constraints, and privacy concerns. By synthesizing empirical evidence and theoretical frameworks, this review offers valuable insights for marketers seeking to leverage AR technology effectively in their campaigns and initiatives. The findings underscore the transformative potential of AR in creating immersive brand experiences, fostering emotional connections with consumers, and driving brand equity in the digital era.
References
Ahn, S. J., Bailenson, J. N., & Park, D. (2014). Short- and long-term effects of embodied experiences in immersive virtual environments on environmental locus of control and behavior. Computers in Human Behavior, 39, 235-245.
Alesanco-Llorente, M., Reinares-Lara, E., Pelegrín-Borondo, J., & Olarte-Pascual, C. (2023). Mobile-assisted showrooming behavior and the (r) evolution of retail: The moderating effect of gender on the adoption of mobile augmented reality. Technological Forecasting and Social Change, 191, 122514.
Amer, S. M., Elshimy, A. A., & Abo El Ezz, M. E. S. M. (2023). The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands. Cogent Business & Management, 10(3), 2285026.
Chen, R., Perry, P., Boardman, R., & McCormick, H. (2022). Augmented reality in retail: a systematic review of research foci and future research agenda. International Journal of Retail & Distribution Management, 50(4), 498-518.
Chen, Y., & Lin, C. A. (2022). Consumer behavior in an augmented reality environment: Exploring the effects of flow via augmented realism and technology fluidity. Telematics and Informatics, 71, 101833.
Chiang, C. T. (2020). Developing an eMarketing model for tourism and hospitality: a keyword analysis. International Journal of Contemporary Hospitality Management, 32(10), 3091-3114.
Chiu, W., & Cho, H. (2022). The model of goal-directed behavior in tourism and hospitality: A meta-analytic structural equation modeling approach. Journal of Travel Research, 61(3), 637-655.
Chuah, S. H. W. (2018). Why and who will adopt extended reality technology? Literature review, synthesis, and future research agenda. Literature Review, Synthesis, and Future Research Agenda (December 13, 2018).
Du, Z., Liu, J., & Wang, T. (2022). Augmented reality marketing: A systematic literature review and an agenda for future inquiry. Frontiers in Psychology, 13, 925963.
Haile, T. T., & Kang, M. (2020). Mobile augmented reality in electronic commerce: investigating user perception and purchase intent amongst educated young adults. Sustainability, 12(21), 9185.
Hewei, T. (2022). Factors affecting clothing purchase intention in mobile short video app: Mediation of perceived value and immersion experience. Plos one, 17(9), e0273968.
Hsu, W. C., Lee, M. H., & Zheng, K. W. (2024). From virtual to reality: The power of augmented reality in triggering impulsive purchases. Journal of Retailing and Consumer Services, 76, 103604.
Kang, J. Y. M., Kim, J. E., Lee, J. Y., & Lin, S. H. (2023). How mobile augmented reality digitally transforms the retail sector: examining trust in augmented reality apps and online/offline store patronage intention. Journal of Fashion Marketing and Management: An International Journal, 27(1), 161-181.
Kazmi, S. H. A., Ahmed, R. R., Soomro, K. A., Hashem E, A. R., Akhtar, H., & Parmar, V. (2021). Role of augmented reality in changing consumer behavior and decision making: Case of Pakistan. Sustainability, 13(24), 14064.
Kim, K., Hwang, J., Zo, H., & Lee, H. (2016). Understanding users’ continuance intention toward smartphone augmented reality applications. Information development, 32(2), 161-174.
Koumpouros, Y. (2024). Revealing the true potential and prospects of augmented reality in education. Smart Learning Environments, 11(1), 2.
Kumar, H. (2022). Augmented reality in online retailing: a systematic review and research agenda. International Journal of Retail & Distribution Management, 50(4), 537-559.
Lavoye, V. (2023). Augmented reality in consumer retail: a presence theory approach.
Lavoye, V., Mero, J., & Tarkiainen, A. (2021). Consumer behavior with augmented reality in retail: a review and research agenda. The International Review of Retail, Distribution and Consumer Research, 31(3), 299-329.
Lavoye, V., Tarkiainen, A., Sipilä, J., & Mero, J. (2023). More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping. Journal of Business Research, 169, 114247.
Lee, S., & Kim, D. (2023). The Influence of Augmented Reality Advertising on Brand Experience and Attitude: A Meta-analysis. Journal of Interactive Advertising.
Li, S., Zhu, B., & Yu, Z. (2023). The Impact of Cue-Interaction Stimulation on Impulse Buying Intention on Virtual Reality Tourism E-commerce Platforms. Journal of Travel Research, 00472875231183163.
Liu, S., & Li, J. (2022). Augmented Reality Marketing in Tourism and Hospitality: A Systematic Literature Review and Research Agenda. Tourism Management.
Luo, X., & Zhang, R. (2024). Decoding the gendered design and (dis) affordances of face-editing technologies in China. International Journal of Human-Computer Studies, 181, 103149.
Martinez-Garcia, A., Horrach-Rosselló, P., & Mulet-Forteza, C. (2023). Evolution and current state of research into E-learning. Heliyon, 9(10).
Meng, X., & Xiao, Y. (2020). Antecedents of Chinese millennial consumers' purchase intentions via the following influencers' recommendations: the sports goods industry.
Nah, F. F. H., & Siau, K. (Eds.). (2019). HCI is in business, government, and organizations. eCommerce and Consumer Behavior: 6th International Conference, HCIBGO 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Orlando, FL, USA, July 26-31, 2019, Proceedings, Part I (Vol. 11588). Springer.
Nawres, D., Nedra, B. A., Yousaf, A., & Mishra, A. (2024). The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171, 114368.
Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150.
Rejeb, A., Rejeb, K., & Treiblmaier, H. (2023). How augmented reality impacts retail marketing: A state-of-the-art review from a consumer perspective. Journal of Strategic Marketing, 31(3), 718-748.
Tushar, W., Yuen, C., Saha, T. K., Nizami, S., Alam, M. R., Smith, D. B., & Poor, H. V. (2023). A survey of cyber-physical systems from a game-theoretic perspective. IEEE Access, 11, 9799-9834.
Uribe, R., Labra, R., & Manzur, E. (2022). Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits. International Journal of Advertising, 41(4), 703-730.
Xu, X. Y., Jia, Q. D., & Tayyab, S. M. U. (2024). Exploring the stimulating role of augmented reality features in E-commerce: A three-staged hybrid approach. Journal of Retailing and Consumer Services, 77, 103682.
Yuan, Y. H., & Lin, C. (2018). An empirical study on the application of augmented reality in marketing. Journal of Computer Information Systems, 58(3), 218-225.
Zhu, H., & Chao, Y. (2023). Drivers of the VR technologies user behavior in e-commerce during the COVID-19 pandemic. Electronic Commerce Research and Applications, 62, 101319.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE © 2023 by Adisam Publisher is licensed under CC BY-SA 4.0
