“Do you see what I see?”: A Bibliometric Analysis on Augmented Reality (AR) in Marketing and persuasion of customers using Scopus Database and VosViewer
Abstract
This paper aims to serve as an initial attempt to explore the different facets of Augmented Reality (AR) and persuasion, as well as the potential link between the two concepts. It serves as a starting point to better understand the current research gaps and lays the groundwork for future research. Through bibliometric analysis (utilizing the Scopus Database) and visualization (using VosViewer), we aim to provide an overview of the presence of AR and persuasion, tracing their evolution over the years, identifying leading countries, prolific authors, and subject areas that remain relatively unexplored. It is important to note that this paper serves as a starting point for analyzing the connection between the implementation of AR and its potential impact on the degree to which customers might be persuaded.
Keywords
Bibliometric Analysis VosViewer Augmented Reality (AR) Visualization Co-Authorship Scopus Database Mixed Reality Immersive technology
References
- Choi, Y. K. & C. R. Taylor (2014), “How do 3-dimensional images promote products on the Internet?,” Journal of Business Research, 67, 164–70.
- Chow, C., W. C. & C. Luk (2006), “Effects of comparative advertising in high- and low-cognitive elaboration conditions.,” Journal of Advertising, 35 (2), 55–67.
- Collins, R. L., S. E. Taylor, J. V. Wood & S. C. Thompson (1988), “The vividness effect: Elusive or illusory?,” Journal of Experimental Social Psychology, 24, 1–18.
- Cook, Allan V, Lokesh Ohri, Laura Kusumoto, Chuck Reynolds, and Eric Schwertzel (n.d.), “Augmented shopping: The quiet revolution Uncovering value for retailers and customers through 3D technology.” Domina, T., S. Lee & M. MacGillivray (2012), “Understanding factors affecting consumer intention to shop in a virtual world.,” Journal of Retailing & Consume Services, 19, 613–20.
- El Ouahabi, S. & Belhsen, N. (2023), “The Impact of Electronic Word-Of-Mouth on Online Purchase Intentions and Recommendations.,” Revue Marocaine de Management, Logistique et Transport, Vol. ahead-of-print. No. ahead-of-print.
- Fetscherin, M. & J. C. Usunier (2012), “Corporate branding: an interdisciplinary literature review.,” European Journal of Marketing, 46 (5), 6–44.
- Flavián, C., R. Gurrea & C. Orus (2017), “The influence of online product presentation videos on persuasion and purchase channel preference: The role of imagery fluency and need for touch.,” Telematics and Informatics, 1544–56.
- Hanaa, S.M. & Abdul, A.P. (2023), "A holistic approach to augmented reality-related research in tourism: through bibliometric analysis", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print.
- Heller, Jonas, Mathew Chylinski, Ko de Ruyter, Dominik Mahr & Debbie I. Keeling (2019), “Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability,” Journal of Retailing, 95 (2), 94–114.
- Javornik, Ana (2016), “It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications,” Journal of Marketing Management, 32 (9–10), 987–1011.
- Jayaswal, P. & Parida, B. (2023), "Past, present and future of augmented reality marketing research: a bibliometric and thematic analysis approach", European Journal of Marketing, Vol. 57 No. 9, pp. 2237-2289.
- Kaplan A.D., Cruit J., Endsley M., Beers S.M., Sawyer B.D. & Hancock P.A. (2021). " The Effects of Virtual Reality, Augmented Reality, and Mixed Reality as Training Enhancement Methods: A Meta-Analysis", Hum Factors, 63(4), 706-726.
- Li, H., T. Daugherty & F. Biocca (2003), “The role of virtual experience in consumer learning.,” Journal of Consumer Psychology, 13 (4), 395–407.
- Min W, Yu Z. (2023), “A Bibliometric Analysis of Augmented Reality in Language Learning,” Sustainability; 15(9):7235.
- Mauricio H, Christian D, Alejandro V, Manuel C & David G. (2021), “Educational applications of augmented reality: A bibliometric study,” Computers & Electrical Engineering, 93,107289.
- Nirma S.J, Park T, Sara Q, Ali R & Abhishek B. (2023), “The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review,” Journal of Business Research, Vol. 160, 113739.
- Park, Minjung & Jungmin Yoo (2020), “Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective,” Journal of Retailing and Consumer Services, 52, 101912.
- Philipp A. R, Barry J. B, M. Claudia T.D, Nina K & Timothy J. (2022), “What is augmented reality marketing? Its definition, complexity, and future,” Journal of Business Research, Vol 142, 1140-1150.
- Podsakoff, Philip M., Scott B. MacKenzie, Daniel G. Bachrach & Nathan P. Podsakoff (2005), “The influence of management journals in the 1980s and 1990s,” Strategic Management Journal, 26 (5), 473–88.
- Porter, M. E & J. E. Heppelmann (2017), “Why Every Organization Needs an Augmented Reality Strategy.,” Harvard Business Review, 95 (6), 46–57.
- Rauschnabel, Philipp A., Reto Felix & Chris Hinsch (2019), “Augmented reality marketing: How mobile AR-apps can improve brands through inspiration,” Journal of Retailing and Consumer Services, 49, 43–53.
- Rauschnabel, Philipp A., Alexander Rossmann & M. Claudia tom Dieck (2017), “An adoption framework for mobile augmented reality games: The case of Pokémon Go,” Computers in Human Behavior, 76, 276–86.
- Tuna, M. F. (2021). “ The journey of the consumer in the digitalization transformation process,” Düzce Üniversitesi Sosyal Bilimler Dergisi, 11(2), 308-320.
- Yim, Mark Yi-Cheon, Shu-Chuan Chu & Paul L. Sauer (2017), “Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective,” Journal of Interactive Marketing, 39, 89–103.
Benim gördüğümü görüyor musun?" Başlıklı Çalışmada Pazarlama Alanında Artırılmış Gerçeklik (AR) ve Müşteri İkna Üzerine Bir Bibliyometrik Analiz: Scopus Veritabanı ve VosViewer Kullanımı.
Abstract
Bu makale, Artırılmış Gerçeklik (AR) ve ikna arasındaki farklı yönleri keşfetme amacını taşımaktadır, aynı zamanda bu iki kavram arasındaki olası bağlantıyı anlamanın daha iyi bir başlangıcı olarak hizmet eder ve gelecekteki araştırmalar için temel oluşturur. Scopus Veritabanı'nı kullanarak bibliyometrik analiz ve görselleştirme (VosViewer kullanılarak) aracılığıyla, AR ve iknanın varlığına dair yıllar içindeki evrimlerini, önde gelen ülkeleri, üretken yazarları ve görece keşfedilmemiş konu alanlarını belirleyerek bir genel bakış sunmayı amaçlıyoruz. Bu makalenin, AR'nin uygulanması ile müşterinin ikna edilme derecesi arasındaki bağlantıyı analiz etmek için bir başlangıç noktası olduğunu unutmak önemlidir
Keywords
Bibliyometrik Analiz VosViewer Artırılmış Gerçeklik (AR) Görselleştirme Ortak Yazarlık Scopus Veritabanı Karma Gerçeklik İmgeleme Teknolojis
References
- Choi, Y. K. & C. R. Taylor (2014), “How do 3-dimensional images promote products on the Internet?,” Journal of Business Research, 67, 164–70.
- Chow, C., W. C. & C. Luk (2006), “Effects of comparative advertising in high- and low-cognitive elaboration conditions.,” Journal of Advertising, 35 (2), 55–67.
- Collins, R. L., S. E. Taylor, J. V. Wood & S. C. Thompson (1988), “The vividness effect: Elusive or illusory?,” Journal of Experimental Social Psychology, 24, 1–18.
- Cook, Allan V, Lokesh Ohri, Laura Kusumoto, Chuck Reynolds, and Eric Schwertzel (n.d.), “Augmented shopping: The quiet revolution Uncovering value for retailers and customers through 3D technology.” Domina, T., S. Lee & M. MacGillivray (2012), “Understanding factors affecting consumer intention to shop in a virtual world.,” Journal of Retailing & Consume Services, 19, 613–20.
- El Ouahabi, S. & Belhsen, N. (2023), “The Impact of Electronic Word-Of-Mouth on Online Purchase Intentions and Recommendations.,” Revue Marocaine de Management, Logistique et Transport, Vol. ahead-of-print. No. ahead-of-print.
- Fetscherin, M. & J. C. Usunier (2012), “Corporate branding: an interdisciplinary literature review.,” European Journal of Marketing, 46 (5), 6–44.
- Flavián, C., R. Gurrea & C. Orus (2017), “The influence of online product presentation videos on persuasion and purchase channel preference: The role of imagery fluency and need for touch.,” Telematics and Informatics, 1544–56.
- Hanaa, S.M. & Abdul, A.P. (2023), "A holistic approach to augmented reality-related research in tourism: through bibliometric analysis", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print.
- Heller, Jonas, Mathew Chylinski, Ko de Ruyter, Dominik Mahr & Debbie I. Keeling (2019), “Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability,” Journal of Retailing, 95 (2), 94–114.
- Javornik, Ana (2016), “It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications,” Journal of Marketing Management, 32 (9–10), 987–1011.
- Jayaswal, P. & Parida, B. (2023), "Past, present and future of augmented reality marketing research: a bibliometric and thematic analysis approach", European Journal of Marketing, Vol. 57 No. 9, pp. 2237-2289.
- Kaplan A.D., Cruit J., Endsley M., Beers S.M., Sawyer B.D. & Hancock P.A. (2021). " The Effects of Virtual Reality, Augmented Reality, and Mixed Reality as Training Enhancement Methods: A Meta-Analysis", Hum Factors, 63(4), 706-726.
- Li, H., T. Daugherty & F. Biocca (2003), “The role of virtual experience in consumer learning.,” Journal of Consumer Psychology, 13 (4), 395–407.
- Min W, Yu Z. (2023), “A Bibliometric Analysis of Augmented Reality in Language Learning,” Sustainability; 15(9):7235.
- Mauricio H, Christian D, Alejandro V, Manuel C & David G. (2021), “Educational applications of augmented reality: A bibliometric study,” Computers & Electrical Engineering, 93,107289.
- Nirma S.J, Park T, Sara Q, Ali R & Abhishek B. (2023), “The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review,” Journal of Business Research, Vol. 160, 113739.
- Park, Minjung & Jungmin Yoo (2020), “Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective,” Journal of Retailing and Consumer Services, 52, 101912.
- Philipp A. R, Barry J. B, M. Claudia T.D, Nina K & Timothy J. (2022), “What is augmented reality marketing? Its definition, complexity, and future,” Journal of Business Research, Vol 142, 1140-1150.
- Podsakoff, Philip M., Scott B. MacKenzie, Daniel G. Bachrach & Nathan P. Podsakoff (2005), “The influence of management journals in the 1980s and 1990s,” Strategic Management Journal, 26 (5), 473–88.
- Porter, M. E & J. E. Heppelmann (2017), “Why Every Organization Needs an Augmented Reality Strategy.,” Harvard Business Review, 95 (6), 46–57.
- Rauschnabel, Philipp A., Reto Felix & Chris Hinsch (2019), “Augmented reality marketing: How mobile AR-apps can improve brands through inspiration,” Journal of Retailing and Consumer Services, 49, 43–53.
- Rauschnabel, Philipp A., Alexander Rossmann & M. Claudia tom Dieck (2017), “An adoption framework for mobile augmented reality games: The case of Pokémon Go,” Computers in Human Behavior, 76, 276–86.
- Tuna, M. F. (2021). “ The journey of the consumer in the digitalization transformation process,” Düzce Üniversitesi Sosyal Bilimler Dergisi, 11(2), 308-320.
- Yim, Mark Yi-Cheon, Shu-Chuan Chu & Paul L. Sauer (2017), “Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective,” Journal of Interactive Marketing, 39, 89–103.
Details
| Primary Language | English |
|---|---|
| Subjects | Marketing Technology, Marketing (Other) |
| Journal Section | Reviews |
| Authors | |
| Early Pub Date | December 30, 2023 |
| Publication Date | December 31, 2023 |
| Submission Date | November 21, 2023 |
| Acceptance Date | December 20, 2023 |
| Published in Issue | Year 2023Volume: 2 Issue: 2 |
ISSN: 2980-1540
This work is licensed under Creative Commons Attribution 4.0 International License
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