Abstract

The positive effects of integrating augmented reality (AR) in marketing campaigns has received considerable research attention. However, despite the value it can provide to corporations and customers, AR marketing is not widely used. In order to explore the inhibitors of AR adoption, this review focuses on psychological ownership, flow, self-perception and co-creation as four connected areas within the research on augmented reality marketing. In a systematic review of 38 studies published between 2018 and 2024, the thesis identifies feelings of ownership, flow state, customer benefits as well as self- and brand-perception as five drivers for the effects of augmented reality in the marketing context. Possible explanations for advantages and risks are explored and implications derived. Results suggest that marketers can utilize AR to impact behavioral and attitudinal marketing outcomes, build a favorable brand image and foster co-creation intentions. However, customer attributes such as appearance self-esteem and privacy concern should be taken into account when designing augmented reality applications. After contributing to a common terminology for future research, results are visualized in multiple models.

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