Investigation of augmented reality applications using bibliometric analysis and meta synthesis method

Developing and changing technology has deeply affected the field of marketing, as in many other fields. The change in marketing strategies of businesses is a result of the change in consumers' wants and needs and technological innovations. In this study, we talk about the areas in which Augmented Reality applications are used through bibliometric analysis, the advantages and disadvantages they offer to businesses, and the effects of technology on consumers. Research data was accessed from the Web of Science database with the keywords "Augmented Reality and Marketing", "AR Marketing", "Augmented Reality Marketing" between 2000 and 2024. 1269 studies obtained from the database were analyzed in the VOSviewer program. The meta synthesis analysis, which was preferred as the second study, was carried out on 494 qualitative studies obtained from 1269 studies. According to the research results, scientific studies on augmented reality increase every year, more studies are carried out in the field of technology applications, and studies in the fields of marketing, tourism and education emphasize the advantages and disadvantages of augmented reality applications. Studies in the relevant field indicate that businesses can provide customer interaction and competitive advantage by incorporating augmented reality technologies into their fields of activity. This technology helps customers who cannot visit physical stores make informed purchasing decisions by providing detailed information and support about products. It is thought that the study will contribute to future studies by taking into account the advantages and disadvantages, limits and difficulties offered by augmented reality applications.