Augmented Reality in Business: A Bibliometric Analysis and Future Research Agenda

Augmented reality (AR) has attracted the attention of researchers in recent years. Despite researchers’ interest, a research gap exists to conduct a bibliometric analysis of the literature on AR in business to identify essential papers and writers, their collaboration network, major research themes, and future research agenda. Web of Science (WOS) database is used to collect data for this bibliometric analysis. A total of 327 articles met the inclusion criteria and were considered for the final analysis. The main contributions in AR literature are divided into five categories: tourism, advertising, e-commerce (mostly retailing), AR acceptance by customers, and their experience with AR. Several areas still need attention from researchers and are presented as a future research agenda, for instance, AR’s role in increasing or decreasing herding behaviour, longitudinal research comparing the sales volume before and after an AR ad campaign, AR’s role in reducing brand hate, and others.