A Systematic Literature Review of Extended Reality in Marketing: An Asian Perspective with a Focus on India

Extended reality (XR) is gaining popularity among researchers, and they are investigating its impact on marketing. This comprehensive study delves into the evolving realm of extended reality-based technologies in marketing, with a targeted examination of the Asia Pacific region, with India as a case. The study did a systematic literature review that included 17 peer-reviewed articles published from 2005 to 2023 in the Scopus database based on the keyword search (“Extended reality” OR “XR” OR “Mixed reality” OR “Metaverse”) AND (“Marketing” OR “Promotion” OR “Branding” OR “Sales” OR “Customer Relationship” OR “Consumer Behaviour.” The selected articles corpus helped this study gain insight into discerning theories, barriers, advantages, and disadvantages associated with integrating extended reality in marketing. The review focused on the in-depth case study of pioneering entities, IKEA and Lenskart, situated in India, providing illuminating perspectives on effective implementation strategies. The findings provide valuable guidance for businesses contemplating the incorporation of extended reality in their marketing strategies. Notably, the study concludes by proposing future research directions within this dynamic domain, fostering a roadmap for further scholarly inquiry. This study contributes to the understanding of the multifaceted landscape of extended reality in marketing and provides the outlook for informed decision-making and strategic planning in the business for future researchers and managers.