Insights

Marketers should incorporate AR technology into their experiential marketing strategies.

Since integrating and managing AR technology requires expertise, organizations are advised to make use of existing toolkits or collaborate with technology companies to develop their offerings.

Three major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable.