Augmented reality marketing: A technology-enabled approach to situated customer experience

Mathew Chylinski*, Jonas Heller, Tim Hilken, Debbie Isobel Keeling, Dominik Mahr, Ko de Ruyter

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

105 Citations (Scopus)


Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and practice – what we term Augmented Reality Marketing (ARM). However, despite emerging publications on the subject, managers and academics struggle to articulate how ARM delivers experiences that are valuable to customers in a way that is different from other marketing approaches. In this article, we review the emerging literature, and define ARM as a customer-facing interface for the application of digital marketing technologies in physical settings. Rooted in a class of ‘situated cognition’ theories from social psychology, we identify a unique set of digital affordances which ARM offers beyond extant marketing approaches in traditional media. By drawing on the key conceptual building blocks of situated cognition theory, we develop a framework of ARM experiences to synthesize current research and applications, and to suggest directions for future research.

Original languageEnglish
Peer-reviewed scientific journalAustralasian Marketing Journal
Issue number4
Pages (from-to)374-384
Number of pages11
Publication statusPublished - 2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Augmented reality
  • Marketing management
  • Marketing theory
  • Situated cognition


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