What is augmented reality marketing? Its definition, complexity, and future

Philipp A. Rauschnabel, Barry J. Babin, M. Claudia tom Dieck, Nina Krey, Timothy Jung

Research output: Contribution to journalEditorialpeer-review

101 Scopus citations


Augmented Reality (AR) has received increased attention over the last years, both from managers and scholars alike. Various studies in the marketing discipline have tackled fragmented aspects of AR, such as its impact on sales or brands. Yet, a holistic approach to AR remains scarce. Therefore, the authors define “Augmented Reality Marketing” as a novel, strategic, and potentially disruptive subdiscipline in marketing. In conjunction, they discuss a nuanced customer journey model for AR Marketing strategy and propose the BICK FOUR framework (branding, inspiring, convincing, and keeping) as a tool to organize corresponding goals. Another contribution is the introduction of several fundamental differences between AR Marketing and traditional digital marketing concepts, such as redefining the reality concept (reduced reality, normal reality, and augmented reality in a metaverse context). Insights from 127 managers further enhance the current and future practices of AR Marketing. Finally, a discussion of ethical and legal considerations completes the assessment.

Original languageEnglish (US)
Pages (from-to)1140-1150
Number of pages11
JournalJournal of Business Research
StatePublished - Mar 2022

All Science Journal Classification (ASJC) codes

  • Marketing


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