Virtual Reality and Augmented Reality Applications in Online Marketing: A Systematic Review

Abstract

This study provides a systematic review of the applications of Virtual Reality (VR) and Augmented Reality (AR) in online marketing. VR and AR have emerged as transformative technologies that enable consumers to interact with products and services in immersive, multisensory environments. The findings highlight that these technologies enhance presence, interactivity, and consumer engagement, thereby improving product understanding, shaping purchase intentions, and fostering brand loyalty. Evidence shows their effectiveness across multiple sectors, particularly retail and tourism, where immersive experiences reduce uncertainty and enrich consumer satisfaction. However, significant barriers remain, including high implementation costs, technological limitations, privacy concerns, and the potential decline of novelty effects. These challenges underscore the importance of continuous innovation, consumer centered design, and integration into omnichannel strategies. Overall, VR and AR hold strong potential as strategic marketing tools, but their long term success depends on ethical, practical, and contextually relevant implementation.