Augmented Reality in the Fields of Management and Business: A Bibliometric Review of the Literature

Despite the importance of augmented reality (AR) technologies for business, revisional research still restricts its focus to specific contexts, such as, for example, education. In relation to business in a broad way, to our best knowledge, only two works spent some effort to consolidate knowledge, but they did not bring together themes and theories in clusters. In this context, the objective of this bibliometric article is to identify and develop the theoretical clusters that represent the bases and frontiers of knowledge in AR in the fields of management and business. Through the techniques of co-citation analysis and bibliographic coupling analysis, we worked with a sample of 260 articles to cluster the bases and frontiers of knowledge. In the co-citation analysis (theoretical bases), we identified 4 clusters, namely: 1) Main Characteristics of AR Systems, 2) The Effects of AR on the Customer/User Experience, 3) The relationship between AR and E-commerce, the improvements in Retail Shopping Experiences and 4) The Role of Mobile Augmented Reality Devices in the Retail Purchase Decision Making Process. In the bibliographic coupling analysis (knowledge frontiers), we identified 5 clusters, namely: 1) AR in Marketing, 2) Technological Experience with AR, 3) Virtual Reality as an AR Umbrella, 4) Relationship between Brand and AR, and 5) AR Specifically in Retail. Thus, we present two contributions in this work. First, we identified and developed the foundations of knowledge in AR in business. Second, we identify and develop the frontiers of knowledge.