Abstract
The goal of the study is to conduct a systematic literature review and bibliometric analysis to look at the publication patterns in the field of augmented reality (AR) because it has a rich intellectual structure and would be useful for identifying new research trends. The study examined 278 documents from Scopus that were published between 1999 and 2022. Biblioshiny software was used to conduct performance analysis and science mapping analysis. The findings of the study examined the corpus performance, country performance, authors’ performance, journal performance and article performance along with the methodological preferences of researchers in relation to AR in retailing. The prominent topics in the field include artificial intelligence, new devices and other emerging technologies, adoption of AR in retail and AR experience in e-commerce.
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