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

Research output: Contribution to journalArticlepeer-review

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

Original languageEnglish
Pages (from-to)374-384
Number of pages11
JournalAustralasian Marketing Journal
Issue number4
Accepted/In press11 Apr 2020
PublishedNov 2020


King's Authors


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.

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