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The Impact and Future Trends of Augmented Reality on Digital Marketing

Author

Listed:
  • Tahani Alsufyani

    (Azman Hashim International Business School, University Technology Malaysia, Kuala Lumpur, Malaysia)

  • Basheer Al-haimi

    (Azman Hashim International Business School, University Technology Malaysia, Kuala Lumpur, Malaysia)

  • Siti Aminah Binti Ahmed

    (Azman Hashim International Business School, University Technology Malaysia, Kuala Lumpur, Malaysia)

  • Malak Alqahtani

    (Azman Hashim International Business School, University Technology Malaysia, Kuala Lumpur, Malaysia)

Abstract

The influence of Augmented Reality (AR) on digital marketing is multifaceted, significantly impacting customer engagement, behavior, loyalty, and purchasing decisions. This study addresses how AR can be effectively integrated into marketing strategies to optimize these outcomes. A comprehensive analysis of the literature is conducted on the various stimuli, types of augmentation, and results associated with AR, emphasizing the need for diverse approaches in marketing. The method involves a detailed review of existing literature to explore AR’s potential to enhance user engagement, transform influencer marketing, and predict future advertising trends. Additionally, the study investigates how AR enables companies to devise streamlined, environmentally friendly solutions. This dynamic field continually evolves with technological advancements, necessitating ongoing research to uncover new developments. This paper provides a thorough examination of the current impact and role of AR in digital marketing, delves into its limitations, and offers insights into future trends and developments. The structure includes an overview of AR, its specific applications in digital marketing, an exploration of its limitations, and a discussion of future trends within the digital marketing landscape.

Suggested Citation

  • Tahani Alsufyani & Basheer Al-haimi & Siti Aminah Binti Ahmed & Malak Alqahtani, 2025. "The Impact and Future Trends of Augmented Reality on Digital Marketing," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 4365-4370, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:p:4365-4370
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    References listed on IDEAS

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    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    2. Berman, Barry & Pollack, Debra, 2021. "Strategies for the successful implementation of augmented reality," Business Horizons, Elsevier, vol. 64(5), pages 621-630.
    3. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    4. Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie Isobel & Mahr, Dominik & de Ruyter, Ko, 2020. "Augmented reality marketing: A technology-enabled approach to situated customer experience," Australasian marketing journal, Elsevier, vol. 28(4), pages 374-384.
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