Audience Engagement and Decision-Making through Augmented Reality Technology in Advertising: A Systematic Research

Abstract

The effect of globalization and technological advancements has transformed the manner in which individuals connect and associate inside social norms. In line with this, worldwide advertising industry has moved to digital advertising for effective outreach target audience. Along these lines, to keep pace with the fourth industrial revolution era, prior researchers asserted the importance of novel approach advertisers incorporating virtual and reality worlds like augmented reality (AR) technology as an alternative advertisement platform. In addition, information pertaining to augmented reality advertising consumer behavior are still scarce and this warrants a systematic literature review in order to answer the following questions: (1) What were the main applications involved and describe the way they have change over time? (2) What methodologies have been employed in augmented reality advertising research? (3) What are the variables or theme utilised in augmented reality advertising research? (4) For future direction guide, what are the critical issues identified in augmented reality advertising? The study is a systematic review of publications published over a tenyear period spanning from 2010 to 2019. As conclusion, in order to keep pace with the advent of industrial revolution 4.0, further research must be done since AR technology employment in advertising is still at its infancy especially the adoption of AR in the developing countries.