“Immersive Technologies in Retail: The Impact of AR on Packaged Food Product Marketing and Consumer Behaviour”

¹ Departmet of Management Studies, Visvesvaraya Technological University, Belagavi 590018, Karnataka, India.
² Departmet of Management Studies, Visvesvaraya Technological University, Belagavi 590018, Karnataka, India.
³ Departmet of Management Studies, Visvesvaraya Technological University, Belagavi 590018, Karnataka, India.
⁴ Departmet of Management Studies, Visvesvaraya Technological University, Belagavi 590018, Karnataka, India.

^* Corresponding author: shivukagawade@gmail.com

Abstract

This study examines how Augmented Reality (AR) is used in retail advertising, focusing on trends, themes, and factors that influence its adoption, as identified in academic literature. The goal is to understand how AR applications have evolved and their impact on advertising strategies in retail. The study utilized various analytical methods, including bibliometric analysis, word cloud analysis, Principal Component Analysis (PCA), and streamgraph analysis. Data was collected from Scopus and Web of Science databases, and analysis tools included VOSviewer, Voyant Tools, Python (using the sklearn library), and R’s streamgraph library.The results indicate a rising interest in AR for boosting customer engagement. Major themes identified include user interaction, immersive shopping experiences, and technological innovation. PCA highlighted the key components that drive AR adoption, while streamgraph analysis illustrated how research trends have changed over time.This research sheds light on the increasing significance of AR in retail advertising and provides valuable insights for future research and practical applications in the industry.