From Interaction to Purchase: A Review on How Augmented Reality Impacts User Experience in Marketing

Abstract

Augmented Reality has become an increasingly prominent tool in marketing, enabling immersive, interactive brand experiences that bridge the digital and physical worlds. While prior research has extensively examined AR’s effects on purchase intention, brand perception, and customer engagement, considerably less attention has been paid to the user experience mechanisms that underpin these outcomes. In particular, insights from a Human–Computer Interaction perspective—such as usability, interaction quality, and experiential coherence—remain fragmented and underexplored. This systematic literature review synthesizes AR marketing research through an HCI lens, following PRISMA guidelines. Peer-reviewed studies published between 2020 and 2025 are analyzed across devices, task types, visual content, and evaluation methods. The review identifies key research gaps, highlights the lack of standardized UX metrics, and derives design-oriented insights. By linking UX theory to AR marketing practice, this work provides a foundation for developing evidence-based guidelines and consistent evaluation frameworks for effective AR-driven marketing experiences.