مجلة دراسات في الاقتصاد وإدارة الأعمال
Volume 8, Numéro 2, Pages 957-982
2025-12-15
Augmented Reality In Marketing: A Bibliometric Analysis And Thematic Evolution (2015–2024)
Authors : Abeidallah Fatima . Meghraoui Mehieddine Abdelkader .
Abstract
This study aims to examine augmented reality research published between 2015-2024. It utilizes a dataset of 380 peer-reviewed articles identified from the Scopus database. The research integrates performance metrics with scientific mapping, using the Biblioshiny and VOSviewer software. The analysis reveals that, despite the literature showing an overall increase in the number of articles published since 2015, most studies on AR in marketing have been published since 2019, suggesting a recent uptrend in research interest in this area. The USA and the UK emerge as the most prolific and influential countries. A small number of authors and organizations monopolize the field, underscoring a concentrated scientific influence. Network analysis provides insights into the evolution of collaboration networks among countries, showing a tendency for AR marketing researchers from Europe and the Asia-Pacific region to cooperate more closely over time. Thematic analysis shows a progression from early technology-focused studies to interdisciplinary themes, including artificial intelligence, customer experience, and the metaverse.
Keywords
Augmented Reality ; Marketing ; Bibliometric Analysis ; Science Mapping ; Thematic Evolution
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