Augmented Reality in Education and Digital Marketing: A Systematic Review of the Literature and its Transformative Impact

Abstract

Introduction: Augmented reality (AR) emerges as a revolutionary technology in education and digital marketing, which has gained prominence for its ability to transform education and digital marketing by overlaying digital information on top of the real world to create interactive experiences. This study systematically reviews the literature to explore its impact and transformative potential. Methodology: This systematic review uses the PRISMA methodology to explore applications, benefits, and challenges of AR. Results: The results show that AR in education enhances immersive and personalized learning, while in digital marketing it increases consumer interaction and satisfaction. However, it faces technological and adoption challenges. Discussion: AR transforms educational and marketing practices but needs to overcome technological and adoption challenges to maximize its effectiveness. Conclusions: AR has a transformative impact on education and digital marketing, offering significant opportunities to enhance consumer learning and interaction. This systematic review highlights the need for further research and development of this emerging technology.