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Augmented Reality: A Systematic Literature Review and Prospects for Future Research in Marketing and Advertising Communication

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Intelligent and Interactive Computing

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 67))

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.

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Authors and Affiliations

  1. Media and Communication Department, Social Sciences & Humanities Faculty, National University of Malaysia, Bandar Baru Bangi, Malaysia

    Fatrisha Mohamed Yussof, Sabariah Mohamed Salleh & Abdul Latiff Ahmad

Authors
  1. Fatrisha Mohamed Yussof
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  2. Sabariah Mohamed Salleh
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  3. Abdul Latiff Ahmad
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Corresponding author

Correspondence to Fatrisha Mohamed Yussof .

Editor information

Editors and Affiliations

  1. Department of Computer Science, University of Milan, Milan, Italy

    Vincenzo Piuri

  2. Department of Automation and Applied Informatics, Aurel Vlaicu University of Arad, Arad, Romania

    Valentina Emilia Balas

  3. Department of Computer Applications, Sikkim Manipal Institute of Technology, Sikkim Manipal University, Sikkim, India

    Samarjeet Borah

  4. Department of Intelligent Computing and Analytics, Universiti Teknikal Malaysia Melaka, Durian Tunggal, Melaka, Malaysia

    Sharifah Sakinah Syed Ahmad

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Yussof, F.M., Salleh, S.M., Ahmad, A.L. (2019). Augmented Reality: A Systematic Literature Review and Prospects for Future Research in Marketing and Advertising Communication. In: Piuri, V., Balas, V., Borah, S., Syed Ahmad, S. (eds) Intelligent and Interactive Computing. Lecture Notes in Networks and Systems, vol 67. Springer, Singapore. https://doi.org/10.1007/978-981-13-6031-2_36

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