Augmented reality: A systematic literature review and prospects for future research in marketing and advertising communication

Abstract

The combination of digital technology and the reality has further strengthened the aspect of modern society life to cater for new developments in the industrial revolution 4.0. Augmented reality is a technology that superimposes computer-generated images on a user’s view of the real world. However, the knowledge of augmented reality in the context of marketing and advertising communication is still scarce that needs to be discovered to identify the necessities in the study. Thus, by conducting a systematic literature review, this article seeks to answer four main research questions: (1) Which areas of augmented reality research have been conducted in? (2) What methodologies are being utilized to research augmented reality in advertising and consumer behaviours? (3) What theories or construct are being utilized to research augmented reality in advertising and consumer behaviours? (4) What are the research gaps in augmented reality in advertising and consumer behaviours? The study was a review of the 10 years period of publication from 2009 until 2018.