Abstract
Augmented-reality (AR) is a fast-growing and promising technology in different marketing practice and research. This paper sheds light on Strengths, Weaknesses, Opportunities, and Threats (SWOT) approach of AR in the context of marketing domain. The SWOT method is a popular tool used in business to analyze the current situation of a company, and to design an effective future strategy. This structured framework is a powerful decision-making aid that identify the elements affecting the future of AR in marketing by producing an integrated and comprehensive summary of important forces and challenges that are necessary for the development of this domain. The findings of this study showed that AR would be an effective and marketing tool to promote and support marketing activities, enhance customer-brand relationship and improve consumer experience.
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