Document Type : Research Paper
Authors
1 PhD student, Business Administration, Semnan University, Semnan, Iran
2 Prof, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran Corresponding Author: Feiz1353@semnan.ac.ir
3 Associate Professor of Industrial Management ,Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran
Abstract
Augmented Reality (AR) is an emerging topic for managers across different disciplines While augmented reality technology literature is growing, there is no comprehensive analysis of augmented reality technology in marketing transformation The research aims to bridge the knowledge gap by providing a multifaceted bibliographic overview of augmented reality technology literature in marketing and reveal its trends, areas of focus and intellectual foundations. The study is based on 496 articles published on Web of Science between 1996 and 2023. According to the findings, the concept mainly revolves around seven main areas: human-machine interaction in future of digital marketing and Metaverse, advertising and customer response in online purchases, marketing challenges in industry 4 and new technologies, the effect of virtual technology on customer loyalty in retail, adoption of behavioral technology of Tourism customers, augmented reality technology marketing in the decision-making process of buyers and brands, and finally the richness of social media in e-commerce in Covid 19. While priorities and research topics have evolved over time, key concepts such as buying experience, shopper behavior, buying decision making, technology adoption have been repeated. The three influential schools of augmented reality technology in marketing are associated with integrated theory, planned behavior theory (TPB) and cognitive evaluation theory that have shaped the intellectual foundations of the discipline but we believe that a greater diversity of fields is needed to examine and describe augmented reality technology in marketing transformation.
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