A Comprehensive Review of Augmented Reality Applications in Digital Marketing and Consumer Engagement

The rapid evolution of digital marketing has prompted businesses to adopt immersive technologies that enhance consumer experiences and foster stronger brand relationships. Among these, augmented reality (AR) has emerged as a transformative tool that integrates digital content with physical environments, enabling interactive and personalized consumer engagement. This review paper provides a comprehensive synthesis of existing literature on AR applications in digital marketing, focusing on their impact on consumer interaction, decision-making, and purchase intention. A systematic search across major databases and publisher platforms, including Elsevier, Springer, Wiley, IEEE, and Taylor & Francis, initially identified 158 studies. After applying inclusion and exclusion criteria, 34 peer-reviewed studies were selected for in-depth review and analysis. Key areas of exploration include virtual try-on solutions, interactive advertising, gamified brand experiences, and AR-enabled retail environments. The findings highlight how AR reduces perceived risk, strengthens trust, and creates memorable experiences that positively influence consumer attitudes and buying behavior. Furthermore, the review identifies current challenges related to technological adoption, privacy concerns, and integration with existing marketing strategies, while also discussing future opportunities in AI-driven personalization and omnichannel retailing. By consolidating insights from these diverse studies, this paper provides a clear understanding of how AR can be strategically leveraged to enhance consumer engagement and drive sustainable growth in digital commerce.