Exploring Augmented Reality Marketing in the Food and Beverage Industry using the TCCM Framework
Effrosyni Bitakou, Maria Ntaliani, Sotirios Karetsos, Konstantinos P. Demestichas · WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS · 2026
Augmented reality marketing represents an innovative approach, allowing businesses to deliver immersive experiences, increase customer engagement, and enhance brand visibility and sales. In the food and beverage industry, augmented reality holds the potential to transform consumer behavior by offering unique and interactive content tailored to food products. This paper aims to provide insights into the current research landscape of augmented reality marketing within the food and beverage industry. To achieve this, the TCCM framework, a widely adopted method for conducting reviews in management and marketing, is utilized to identify research gaps across four key dimensions: theory, context, characteristics, and methodology. Moreover, for expanding on the context aspect, the BICK FOUR (Branding-Inspiring-Convincing-Keeping) framework for augmented reality marketing is deployed. By combining these frameworks, the study offers meaningful guidance for both researchers and practitioners, highlighting current limitations and recommendations for future exploration of augmented reality marketing in the food and beverage industry.