Recent reports and research suggest that managers not only lack insight into how AR might engage customers and enable creative activity, but also require guidance in targeting customers that will embrace AR (Hilken et al., 2018, Heller et al. 2019), so that they can offer more satisfying customer experiences. As research on these topics is scant, our objective is to break ground on this novel topic in the AR research stream and address these knowledge gaps. Specifically, we e

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