Augmented reality in retail: a systematic review of research foci and future research agenda

Purpose This paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future research agenda. Design/methodology/approach Thematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality...