A Systematic Review of Augmented Reality Experiential Marketing

Abstract

This study outlines the current understanding of augmented reality experiential marketing (AREM), providing a comprehensive overview of the field's state and identifying areas for further investigation. Through a systematic literature review, the authors analyzed 35 articles to develop an integrative framework highlighting both theoretical advancements and practical applications. The review addresses significant research gaps, offering insights and pinpointing challenges in existing knowledge. Key findings demonstrate AREM's influence on consumer behavior and its implications for immersive marketing strategies. Notably, the study calls for a nuanced understanding of AR beyond novelty, advocating for engaging, immersive, and personalized interactions. It emphasizes inclusive demographic approaches and ethical considerations like privacy. Original in its scope, this review lays a foundation for expanding AREM's theoretical landscape, promoting a culturally inclusive and ethically aware marketing approach to enhance consumer experiences in a digital marketplace.