Meta-analysis of augmented reality marketing
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 27 September 2022
Issue publication date: 20 January 2023
Abstract
Purpose
Amidst the ambiguity about the impact of augmented reality (AR) attributes on hedonic or utilitarian values, the present study aims to understand what AR attributes create hedonic and utilitarian values and how their interaction determines consumers' behavioral intention.
Design/methodology/approach
The study synthesizes the results of 19 quantitative studies on AR marketing by using the meta-analysis technique.
Findings
The findings reveal that interactivity and augmentation are salient AR attributes that offer users both hedonic and utilitarian values. They are instrumental in fostering users' behavioral intention. However, interactivity does not have any direct influence on the behavioral intentions.
Originality/value
Being one of the first meta-analyses on AR marketing; theoretically, it synthesizes the statistical data of the state of art literature on AR marketing. The results of the study would allow AR practitioners to decide on their AR marketing related activities in a better way.
Keywords
Citation
Kumar, H., Gupta, P. and Chauhan, S. (2023), "Meta-analysis of augmented reality marketing", Marketing Intelligence & Planning, Vol. 41 No. 1, pp. 110-123. https://doi.org/10.1108/MIP-06-2022-0221
Publisher
:Emerald Publishing Limited
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