A Systematic Review of Augmented Reality Experiential Marketing
Aya Irgui,
Mohammed Qmichchou,
Ilham El Haraoui
Abstract:This study outlines the current understanding of augmented reality experiential marketing (AREM), providing a comprehensive overview of the field's state and identifying areas for further investigation. Through a systematic literature review, the authors analyzed 35 articles to develop an integrative framework highlighting both theoretical advancements and practical applications. The review addresses significant research gaps, offering insights and pinpointing challenges in existing knowledge. Key findings dem… Show more
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