The Impact of Augmented Reality (AR), and Virtual Reality (VR) in Marketing Campaigns

Anisa Isufi – Department of Business Administration, Epoka University, 1000 Tirana, Albania

Nerajda Feruni – Department of Economics and Development, Mediterranean University of Albania, Bulevardi Gjergj Fishta 52, 1023 Tirana, Albania

Osman Köroğlu – Department of Business Administration, Epoka University, 1000 Tirana, Albania

Abstract: Augmented Reality (AR) and Virtual Reality (VR) technologies have revolutionized marketing by seamlessly merging physical and digital experi­ences. However, the conceptual development of this field within academic lit­erature has been somewhat limited. To address this gap, our systematic liter­ature review, following the PRISMA methodology, thoroughly examines ex­isting research and industry insights while emphasizing the importance of a well-defined conceptual framework. By introducing the PRISMA technique, our study aims to investigate the current and anticipated technological advance­ments in terms of consumer engagement, brand loyalty, and sales conversion. Our framework encompasses technological affordances, consumer engage­ment, and persuasive content creation, exploring how AR and VR applications impact consumer perception, brand awareness, and purchase behavior within this framework. While some studies highlight positive impacts on consumer en­gagement, brand loyalty, and sales conversion, we also identify critical research gaps. These gaps primarily center around the need for empirical research and a deeper understanding of consumer behavior when interacting with AR and VR in marketing campaigns. Additionally, technological challenges, privacy con­cerns, and content creation hurdles remain significant obstacles to success in this domain. Our study’s key contributions include the classification of five clus­ter themes for the two meta-synthesis analyses, pointing to potential future di­rections for businesses and academics. This underscores the continued integra­tion of AR and VR technologies into marketing practices, providing a compel­ling opportunity to address these research gaps. Ultimately, our review offers a roadmap for further inquiry, providing valuable insights for both marketers and the academic community in this dynamically evolving field.

LIMEN Conference

9th International Scientific-Business Conference – LIMEN 2023 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Hybrid (Graz University of Technology, Graz, Austria), December 7, 2023

LIMEN Selected papers published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia

LIMEN Conference 2023 Selected papers: ISBN 978-86-80194-79-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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