Exploring The Strategic Integration Of Augmented Reality In Marketing: A Comprehensive Literature Review

Abstract

Augmented reality (AR) has rapidly evolved as a powerful tool in marketing, offering innovative ways to engage consumers and enhance brand experiences. This systematic literature review explores the application of AR in marketing, focusing on articles published in the United States and indexed in Scopus. A total of 52 articles were selected after applying rigorous filters, including subject area, document type, and geographical focus. This review identifies key themes, trends, and research gaps in AR marketing, providing insights into its strategic integration and potential impact on consumer behavior.