Loading...
Beyond the Hype: Challenges of Implementing AR Marketing in Developing Economies
Singh, P. Jayawardena, Nirma S.
Singh, P.
Jayawardena, Nirma S.
Citations
Altmetric:
Publication Date
2025-10-01
End of Embargo
Supervisor
Rights
Peer-Reviewed
No
Open Access status
openAccess
Accepted for publication
2025-09-16
Institution
Department
Awarded
Embargo end date
Collections
Files
Loading...
singh_et_al.pdf
Adobe PDF, 221.42 KB
Additional title
Abstract
This scoping review aims to apply the Arksey O'Malley framework to identify the dark side of using Augmented reality (AR) marketing in emerging economies. An effective search strategy was developed to identify relevant studies and literature on the dark side of AR marketing in emerging economies. The Web of Science academic database was utilized to gather relevant literature. The thematic analysis was carried out to identify prevalent themes in the literature on the dark side of using Augmented reality (AR) marketing in emerging economies. The four notable identified themes were, namely, consumer privacy concern, over-dependency on foreign technology, non-consideration of cultural norms and sensitivities, and lack of local expertise. Despite contributing to the literature, this scoping review is constrained in its area of inquiry due to the seven-year timescale, which reviewed research findings published between 2018 and 2024. Firms need to determine whether to offer AR functionality based on the characteristics of the products that they sell in developing economies.
Version
Accepted manuscript
Citation
Singh P and Jayawardena N (2025) Beyond the Hype: Challenges of Implementing AR Marketing in Developing Economies. Empowering Leaders for Global Contemporary Businesses. 27-29 Oct 2025. Manchester, UK.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Conference paper