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

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XR and Metaverse (XR 2023)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

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.

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Authors and Affiliations

  1. Nottingham University Business School, University of Nottingham Malaysia, Selangor, Malaysia

    Hamza Shahab

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  1. Hamza Shahab
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Correspondence to Hamza Shahab .

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Editors and Affiliations

  1. Creative AR and VR Hub, Manchester Metropolitan University, Manchester, UK

    M. Claudia tom Dieck

  2. Manchester Metropolitan University, Manchester, UK

    Timothy Jung

  3. Dept. of Hospitality, University of Nevada, Las Vegas, Las Vegas, NV, USA

    Yen-Soon Kim

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Shahab, H. (2024). Augmented Reality in Business: A Bibliometric Analysis and Future Research Agenda. In: tom Dieck, M.C., Jung, T., Kim, YS. (eds) XR and Metaverse. XR 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-50559-1_3

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