Trends And Impact of Augmented Reality In Digital Marketing: A Comprehensive Bibliometric Analysis

Abstrak

This study aims to map the trends and impacts of augmented reality (AR) in the context of digital marketing through bibliometric analysis. Data were collected from Google Scholar for the period 2002–2025 using Publish or Perish (PoP) software. The results show that publications on AR in digital marketing have increased significantly, with 956 articles and 78,548 citations during the study period. The most dominant keywords are augmented reality, augmented reality marketing, purchase intention, consumer behaviour, and digital marketing strategy, indicating a research focus on the influence of AR on consumer behaviour and marketing strategies. Network visualisation shows thematic clusters linking AR with consumer behaviour, marketing strategies, and the adoption of disruptive technologies such as artificial intelligence and the metaverse. However, research related to long-term loyalty, brand equity, and the application of AR in non-traditional sectors is still limited. These findings confirm that AR not only serves as an innovative marketing tool but also as a catalyst for broader digital transformation. Further research is recommended to expand the focus on the integration of AR with disruptive technologies and explore its application in the education, health, and public service sectors.

Identifier

• OpenAlex: https://openalex.org/W7127923644
• DOI: https://doi.org/10.35760/ugefic.v8i1.200