Augmented reality in marketing: Conceptualization and systematic review

Abstract

This systematic review of the literature focuses on the use of AR and its impacts in the marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an exhaustive classification of AR. Through the use of the SPAR‐4‐SLR protocol, 148 articles were selected for analysis. The study has three main objectives. First, it reports the key characteristics (distribution by year, publication outlets, etc.), theoretical models, and methodologies used in this research domain. Second, it suggests a classification of the types of AR according to their triggers and the object of the augmentation (self vs. external). Third, it proposes a framework that presents (1) the AR features and attributes and the AR use experience; (2) the cognitive, affective, and social mediators; and (3) the outcomes of these experiences. Key moderators (types of AR, types of products, individual characteristics, etc.) are also discussed. Using the TCCM framework (theories, context, characteristics, and methodologies), this study offers several future research avenues and highlights the importance of considering the effects of the different types of AR. Finally, it offers pointers for managers on how to develop efficient AR solutions and how these can be used to reduce a company's carbon footprint.

User-Centered Evaluation Framework to Support the Interaction Design for Augmented Reality Applications

“…However, in a recent review [33], the authors confirm that just a small portion of studies include rigorous evaluation activities with users, and often, the evaluation methods are not reported. In addition, [34,35] highlighted how, despite the advancements in AR research, there is still a lack of well-defined and standardized user evaluation methods. This is mainly due to the paper sourcing phase, which was limited to collecting papers that had already been partially cataloged in previous surveys.…”

Adaptive apparel for people with disabilities: A systematic literature review and future research agenda

“…This information was later utilized to summarize findings and generate meaningful figures and tables. The researchers adopted the TCCM framework proposed by Paul and Rosado‐Serrano (2019), also used by other researchers (Basu et al, 2022; Jain et al, 2023; Massa & Ladhari, 2023), as the organizing framework of this SLR.…”

The evolving direct‐to‐consumer retail model: A review and research agenda

“…Our approach included the SPAR-4-SLR protocol (Paul et al, 2021), compatible with Tranfield et al (2003), to assist replication and transparency when reporting the literature (Paul et al, 2021). We preferred the SPAR-4-SLR protocol to alternatives such as PRISMA as it offers more guidance on the rationales for review decisions across three stages: assembling, arranging, and assessing the literature (Paul et al, 2023); moreover, it has been widely used in the marketing domain (Ghorbani et al 2022;Massa & Ladhari, 2023). The SPAR-4-SLR protocol combined with a TCM framework (Paul et al, 2017) creates a robust structure for obtaining relevant and transparent insights during the review process (Paul et al, 2023).…”