Systematic mapping study: Application of augmented reality in marketing
Purpose: The aim of this paper is to provide an overview and analysis of literature dealing with the possibilities for applying augmented reality (AR) in marketing and the impact of AR on marketing in the era of digital transformation of business. Though attractive, this topic is still insufficientl...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Business in Osijek
2022-01-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/416538 |
| _version_ | 1797333893083299840 |
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| author | Almir Peštek Amina Osmanović |
| author_facet | Almir Peštek Amina Osmanović |
| author_sort | Almir Peštek |
| collection | DOAJ |
| description | Purpose: The aim of this paper is to provide an overview and analysis of literature dealing with the possibilities for applying augmented reality (AR) in marketing and the impact of AR on marketing in the era of digital transformation of business. Though attractive, this topic is still insufficiently explored.
Methodology: The paper uses a bibliometric method - citation and co-citation analysis in the Web of Science and Scopus citation databases. Data analysis was performed using the VOSviewer software tool for information construction, analysis and visualization.
Results: The conducted research revealed that there is an increasing trend in the number of research papers dealing with the AR and marketing topics. The specific topics dealt with in the papers are primarily related to the impact of AR on business, creating customer loyalty, sales increase and other marketing activities.
Conclusion: AR is a powerful and influential tool the use of which improves communication with customers and, at the same time, sales strategies and processes. AR is based on immersing customers into a new experience, by showing virtual objects in the users’ real-world environment and creating harmony between the digital and the real-world environment so that the boundaries between them disappear. It is manifested as a form of experiential marketing, since it focuses both on a product and a service, and on the entire experience created for customers. |
| first_indexed | 2024-03-08T08:11:43Z |
| format | Article |
| id | doaj.art-9e2b907b91dc47b2a538487910562822 |
| institution | Directory Open Access Journal |
| issn | 0353-359X 1847-2206 |
| language | English |
| last_indexed | 2024-03-08T08:11:43Z |
| publishDate | 2022-01-01 |
| publisher | Faculty of Economics and Business in Osijek |
| record_format | Article |
| series | Ekonomski Vjesnik |
| spelling | doaj.art-9e2b907b91dc47b2a5384879105628222024-02-02T08:29:09ZengFaculty of Economics and Business in OsijekEkonomski Vjesnik0353-359X1847-22062022-01-01352399416Systematic mapping study: Application of augmented reality in marketingAlmir Peštek0Amina Osmanović1University of Sarajevo, School of Economics and Business, Sarajevo, Bosnia and HerzegovinaUniversity of Sarajevo, School of Economics and Business, Sarajevo, Bosnia and HerzegovinaPurpose: The aim of this paper is to provide an overview and analysis of literature dealing with the possibilities for applying augmented reality (AR) in marketing and the impact of AR on marketing in the era of digital transformation of business. Though attractive, this topic is still insufficiently explored. Methodology: The paper uses a bibliometric method - citation and co-citation analysis in the Web of Science and Scopus citation databases. Data analysis was performed using the VOSviewer software tool for information construction, analysis and visualization. Results: The conducted research revealed that there is an increasing trend in the number of research papers dealing with the AR and marketing topics. The specific topics dealt with in the papers are primarily related to the impact of AR on business, creating customer loyalty, sales increase and other marketing activities. Conclusion: AR is a powerful and influential tool the use of which improves communication with customers and, at the same time, sales strategies and processes. AR is based on immersing customers into a new experience, by showing virtual objects in the users’ real-world environment and creating harmony between the digital and the real-world environment so that the boundaries between them disappear. It is manifested as a form of experiential marketing, since it focuses both on a product and a service, and on the entire experience created for customers.https://hrcak.srce.hr/file/416538augmented realitymarketingbibliographic analysis |
| spellingShingle | Almir Peštek Amina Osmanović Systematic mapping study: Application of augmented reality in marketing Ekonomski Vjesnik augmented reality marketing bibliographic analysis |
| title | Systematic mapping study: Application of augmented reality in marketing |
| title_full | Systematic mapping study: Application of augmented reality in marketing |
| title_fullStr | Systematic mapping study: Application of augmented reality in marketing |
| title_full_unstemmed | Systematic mapping study: Application of augmented reality in marketing |
| title_short | Systematic mapping study: Application of augmented reality in marketing |
| title_sort | systematic mapping study application of augmented reality in marketing |
| topic | augmented reality marketing bibliographic analysis |
| url | https://hrcak.srce.hr/file/416538 |
| work_keys_str_mv | AT almirpestek systematicmappingstudyapplicationofaugmentedrealityinmarketing AT aminaosmanovic systematicmappingstudyapplicationofaugmentedrealityinmarketing |