Extended reality research in marketing – an international review and research agenda

Purpose Augmented reality (AR) and virtual reality (VR), broadly referred to as extended reality (XR) technologies, offer consumers highly engaging experiences that can transform their interactions with firms and their offerings. While over 16 years of research has explored these technologies, a comprehensive review is lacking. This study assesses how XR research in marketing has evolved over time and internationally. Design/methodology/approach This study applies different bibliometric analysis techniques and conducts a systematic literature review covering 379 articles published from 2009 to 2024 in peer-reviewed journals with a marketing focus. Findings Novel insights relating to publication and citation trends, influential journals and publications, authorship trends, most productive countries, and keywords are found. In addition, commonly used theories, methodologies, variables, and research designs are discovered. Furthermore, an assessment of different types of XR experiences and technologies provides unique international insights. Originality/value This research is the first to comprehensively review both AR and VR research across all potential marketing applications rather than a specific usage context or industry. As a result, it proposes numerous directions for future research within the XR domain.