Augmented reality: A systematic literature review and prospects for future research in marketing and advertising communication

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Citation (Scopus)

Abstract

The combination of digital technology and the reality has further strengthened the aspect of modern society life to cater for new developments in the industrial revolution 4.0. Augmented reality is a technology that superimposes computer-generated images on a user’s view of the real world. However, the knowledge of augmented reality in the context of marketing and advertising communication is still scarce that needs to be discovered to identify the necessities in the study. Thus, by conducting a systematic literature review, this article seeks to answer four main research questions: (1) Which areas of augmented reality research have been conducted in? (2) What methodologies are being utilized to research augmented reality in advertising and consumer behaviours? (3) What theories or construct are being utilized to research augmented reality in advertising and consumer behaviours? (4) What are the research gaps in augmented reality in advertising and consumer behaviours? The study was a review of the 10 years period of publication from 2009 until 2018.

Original languageEnglish
Title of host publicationLecture Notes in Networks and Systems
PublisherSpringer
Pages459-473
Number of pages15
DOIs
Publication statusPublished - 1 Jan 2019

Publication series

NameLecture Notes in Networks and Systems
Volume67
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389

Fingerprint

Augmented reality
Marketing
Consumer behavior
Communication

Keywords

  • Advertising
  • Augmented reality
  • Consumer behaviour
  • Marketing
  • Technology

ASJC Scopus subject areas

  • Control and Systems Engineering
  • Signal Processing
  • Computer Networks and Communications

Cite this

Yussof, F. M., Mohamed Salleh, S., & Ahmad, A. L. (2019). Augmented reality: A systematic literature review and prospects for future research in marketing and advertising communication. In Lecture Notes in Networks and Systems (pp. 459-473). (Lecture Notes in Networks and Systems; Vol. 67). Springer. https://doi.org/10.1007/978-981-13-6031-2_36

Augmented reality : A systematic literature review and prospects for future research in marketing and advertising communication. / Yussof, Fatrisha Mohamed; Mohamed Salleh, Sabariah; Ahmad, Abdul Latiff.

Lecture Notes in Networks and Systems. Springer, 2019. p. 459-473 (Lecture Notes in Networks and Systems; Vol. 67).

Research output: Chapter in Book/Report/Conference proceedingChapter

Yussof, Fatrisha Mohamed ; Mohamed Salleh, Sabariah ; Ahmad, Abdul Latiff. / Augmented reality : A systematic literature review and prospects for future research in marketing and advertising communication. Lecture Notes in Networks and Systems. Springer, 2019. pp. 459-473 (Lecture Notes in Networks and Systems).
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