SR NO.

Title Author Year of Findings

Publication
1 Augmented Reality Marlene Zak 2020 The gained insights from the conducte
Try-On Adoption in d expert interviews are analysed and e
the Online Clothing xplored in the following article in term
Industry s of their context, importance in the A
R adoption process, and interconnecti
ons.
2 Understanding Stuart J. Barnes 2016 The paper explores the essence of the
Augmented Reality in Stuart J. Barnes experiences offered and highlights the
Marketing Stuart J. Barnes importance of augmented reality in
Stuart J. Barnes marketing through a variety of existing
examples of the use of augmented
reality in marketing functions. It also
contains a method for evaluating the
degree of an augmented reality user
interaction based on location and
interactivity.
3 The Impact of Aathira Menon , 2020 This study compares the benefits of vir
Augmented Reality in Shreya Bhagat , tual reality to conventional buying met
Fashion Retail Stores Dr. Shakeel hods.The study's findings indicate that
in India Iqbal , in general, augmented reality innova
tions have positive potential and bene
fits that can be incorporated in fashion 
retail stores. 
The findings also point to some of aug
mented reality's drawbacks, which cou
ld be discussed in future studies.

4 Augmented Reality Antonio Sideris 2019

Enhancing the Digital Identified the different facets of the
Customer Experience digital consumer experience in the
in Fashion Retailing fashion retail industry that can be
Industry positively affected by augmented
reality tools and techniques.
This research project has established a
few goals for detailing each element
of the chosen topic in a collective as
well as individual manner.Their impact
on customers’ preferences,
perspectives of customers towards
augmented reality tools,
5 Augmented reality Nicolas Chite 2014 According to the findings, augmented
Marketing-The reality advertisement combined with
consumer experience the use of a tablet has created a
in advertising channel that links the user with the
brand. The most critical characteristics
that came out of the content analysis
were interaction with the device and
the content. The importance of their
relationship with the computer, the
 material, and the interaction it can
build with others was stressed by the
participants.
6 EFFECTIVE OF ELHAM 2016 This thesis' analysis and research
AUGMENTED REALITY BARATALI, began with the concept of using
(AR) IN MARKETING MOHD HELMI technology to control and expand
COMMUNICATION BIN marketing communication in the
ABD.RAHIM, workplace.
BEHRANG In order to build a stronger
PARHIZKAR, relationship with consumers and
ZAHRA trademarks & In order to achieve the
MOHANA goals.
GEBRIL

7 EXPLORATION OF Thanda 2021 AR removes language barriers.

AUGMENTED REALITY Chandan This research also highlights the advan
AND VIRTUAL REALITY , Sanjay Pawar tages of retailers implementing AR an
IN THE Retail industry d VR systems to improve the selling an
d maintenance of their existing system
s. 
This adaptation in retailing would assis
t customers in saving time, making an
alytical product decisions, increasing p
roduct reliability by visual presentatio
n of goods in 3-D, and searching for pr
oducts, as well as ensuring customer p
rotection.

8 The playground effect: Alexender 2020 In this paper, we argue that

How augmented Jessen, augmented reality (AR) fosters
reality drives creative Tim Hilken, consumer imagination by visually
customer engagement Mathew displaying product and service
Chylinski, relationships in their intended sense
Dominik Mahr of use, thus externalising inter-
concept networks. Customers can
imagine these relationships directly
with the help of AR, and extend the
number of relationships beyond what
is possible with mental imagery alone.
9 The role of virtual try- Daria Plotkina, 2019 This study looked at a vital topic in
on and physical Helena Saurel apparel m-commerce: product
appearance in apparel presentation and the degree to which
M-retailing it should provide human visuals that
fit the presence of customers. A
smartphone app with an augmented
reality virtual try-on tool was
compared to a conventional m-
commerce interface that showed
models with physical features that
were not, partially, or entirely
identical to the customers.
10 Augmented Reality in Francesca 2018 This paper synthesises current
Physical and Online Bonettia , Gary debates to include an up-to-date
Retailing Warnabyb , viewpoint – integrating topics such as
Lee Quinna motivations, applications and
adoption of AR by retailers, as well as
market acceptance – and to frame the
basis for a future research agenda.
11 Fashion Naeha A. Sayed 2019 An examination of the visualisations
Merchandising: An reveals that various aspects of the
Augmented Reality fashion industry are interconnected.
Any change in one of these markets
has an effect on any segment of the
industry. This means that any digital
change in the industry, or in one of
the market's demographics, would
affect the product, the customer, and
the merchandising strategy.
12 Augmented Reality Rosy Boardman, 2020 Consumer groups, demographics,
 New Drivers for Claudia genders, and societies should all be
Fashion Retail? Henninger, studied to see whether they are more
Ailing Zhu responsive to these new innovations
than others, and how they contribute
to an omnichannel shopping
experience.
13 Evaluating garments in Fatma Baytar, 2020 We wanted to see if AR could help
augmented reality Telin Chung, online apparel shoppers order the
when shopping online Eonyou Shin right size, get fit and performance
clues by judging visual clues, and see if
digitally trying on an AR garment is the
same as physically trying it on in terms
of attitudes toward the garment and
purchase intentions.
14 Enhancing the online Alexandra and 2017 The aim of this study was to look into
decision-making Baier the impact of augmented reality
process by using technology on e-commerce use
augmented reality decisions among consumers in a
regulated laboratory setting in Italy
and Germany, comparing and
contrasting their motivations and
adoption behaviour.
15 AUGMENTED REALITY Ioannis 2012 VTRs eliminate an important barrier to
PLATFORMS FOR Pachoulakis, online shopping by assuring
VIRTUAL FITTING Kostas prospective buyers of a "complete
ROOMS Kapentanakis match," making them ideal vehicles
for improved revenue and lower
return rates. To provide robust body
recognition functionality and
successfully address the fit and suit
aspects of shopping, modern VFRs
combine AR technologies with depth
and colour data.
16 Augmenting Purchase Schwartz, 2011 This research has taken a step toward 
Intent Amanda proving that augmented reality can pr
Michelle oduce the telepresence effect. 
As a consequence, augmented reality 
has the ability to provide customers wi
th a legitimate means of simulating a d
irect encounter with the product.