A Bibliometric Analysis in Mapping The Interplay of Augmented Reality and Marketing

Yunita Kartika Sari

Yunita Kartika Sari Bina Nusantara University, Jakarta, Indonesia 11480

Keywords: marketing, augmented reality, bibliometric analysis, immersive technology, consumer engagement

Abstract

he integration of Augmented Reality (AR) and marketing transforms consumer interact with brands by merging
digital and physical environments into immersive experiences. The research on AR marketing is still fragmented with inconsistent
conceptual framework and limited theoretical coherence. This study conducts a bibliometric analysis of 709 Scopus index
publications from 2000-2025 to map the collaboration patterns, intellectual structure and thematic evolution of AR in marketing by
applying biblioshiny. The research finds two domain clusters which are AR technology and marketing with limited overlaps that
indicate the gap between technology innovation and consumer behavior study. The findings reveal that the research dominantly
focuses on utilitarian and experiential value creation while ethics, culture and long-term behavioral aspect remain underexplored.
This study contributes by offering a systematic overview of AR marketing, future research direction to bridge the gap between the
practice of marketing and technology development.

Author Biography

Yunita Kartika Sari, Bina Nusantara University, Jakarta, Indonesia 11480

Management Department, BINUS Business School Undergraduate Program,

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