The Impact of Augmented Reality (AR), and Virtual Reality (VR) in Marketing Campaigns
The Impact of Augmented Reality (AR), and Virtual Reality (VR) in Marketing Campaigns

Author(s): Anisa Isufi, Nerajda Feruni, Osman Koroglu
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Augmented reality; Virtual reality; Sales; Marketing; PRISMA; Consumer behavior
Summary/Abstract: Augmented Reality (AR) and Virtual Reality (VR) technologies have revolutionized marketing by seamlessly merging physical and digital experiences. However, the conceptual development of this field within academic literature has been somewhat limited. To address this gap, our systematic literature review, following the PRISMA methodology, thoroughly examines existing research and industry insights while emphasizing the importance of a well-defined conceptual framework. By introducing the PRISMA technique, our study aims to investigate the current and anticipated technological advancements in terms of consumer engagement, brand loyalty, and sales conversion. Our framework encompasses technological affordances, consumer engagement, and persuasive content creation, exploring how AR and VR applications impact consumer perception, brand awareness, and purchase behavior within this framework. While some studies highlight positive impacts on consumer engagement, brand loyalty, and sales conversion, we also identify critical research gaps. These gaps primarily center around the need for empirical research and a deeper understanding of consumer behavior when interacting with AR and VR in marketing campaigns. Additionally, technological challenges, privacy concerns, and content creation hurdles remain significant obstacles to success in this domain. Our study’s key contributions include the classification of five cluster themes for the two meta-synthesis analyses, pointing to potential future directions for businesses and academics. This underscores the continued integration of AR and VR technologies into marketing practices, providing a compelling opportunity to address these research gaps. Ultimately, our review offers a roadmap for further inquiry, providing valuable insights for both marketers and the academic community in this dynamically evolving field.

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