Augmented Reality Marketing: Breakthroughs and Opportunities

The impact of augmented reality (AR) technology on consumer behavior has increasingly attracted academic attention. While early research has provided valuable insights, many challenges remain. This article reviews recent studies, analyzing AR’s technical features, marketing concepts, and action mechanisms from a consumer perspective. By refining existing frameworks and introducing a new model based on situation awareness theory, the paper offers a deeper exploration of AR marketing. Finally, it proposes directions for future research in this emerging field.