Literature Review on Immersive Effects in AR Advertising (2009-2024)
Shanshan Li, Juliana Aida Abu Bakar · Salud Ciencia y Tecnología · 2025
Introduction: Augmented Reality (AR) advertising has significantly influenced digital marketing by providing immersive and engaging consumer experiences. This article explores the evolution and implications of AR technology in advertising through a comprehensive literature review of publications from 2009 to 2024. Methods: The review categorizes various AR applications and investigates their theoretical foundations, methodologies, trends, and key findings related to immersive capabilities in advertising. Key aspects such as interactivity, personalization, and sensory engagement are examined to assess their influence on consumer interactions.Results: The findings indicate that AR advertising has garnered substantial academic attention over the past decade and a half. It has been recognized for its transformative potential in consumer-brand interactions, particularly in sectors like retail, entertainment, and tourism, which have pioneered the use of AR to create impactful experiences. However, the review also highlights gaps in existing research regarding AR’s immersive effects across different cultural contexts and the incorporation of cutting-edge technologies, including AI. Conclusions: The synthesis of existing studies positions immersion as a critical factor in the evolution of AR advertising strategies. The article advances the discourse on AR in marketing and suggests pathways for future research to enhance understanding of AR's effects and capabilities in various contexts.