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Augmented reality (AR) is a technology increasingly used by organizations in various areas of their operations. The purpose of this article is to identify research directions related to the application of AR in management and business. An additional purpose is to develop a conceptual framework as a basis for future research on this topic. Using a systematic literature review method, the main research directions for AR were identified. The researchers analysed the use of AR technology in the areas of good sector, tourism industry, marketing, user experience, construction industry, ICT, education, food sector, service sector, warehouse, disaster risk management, architecture. Then, using the method of virtual ethnography, future research directions were identified, which include the use of augmented reality technology in the areas of performance management, data management, small business and business development.
Walentek et al. (Sun,) studied this question.