A Bibliometric Analysis in Mapping The Interplay of Augmented Reality and Marketing

The integration of Augmented Reality (AR) and marketing transforms consumer interact with brands by mergingdigital and physical environments into immersive experiences. The research on AR marketing is still fragmented with inconsistentconceptual framework and limited theoretical coherence. This study conducts a bibliometric analysis of 709 Scopus indexpublications from 2000-2025 to map the collaboration patterns, intellectual structure and thematic evolution of AR in marketing byapplying biblioshiny. The research finds two domain clusters which are AR technology and marketing with limited overlaps thatindicate the gap between technology innovation and consumer behavior study. The findings reveal that the research dominantlyfocuses on utilitarian and experiential value creation while ethics, culture and long-term behavioral aspect remain underexplored.This study contributes by offering a systematic overview of AR marketing, future research direction to bridge the gap between thepractice of marketing and technology development.