## 3 Results
### Summary of the Selected Articles
#### 3.1.3 Marketing  
Augmented reality marketing (ARM) is a term adopted to express the use of AR in innovative marketing strategies. In this study, we have 12 articles where ARM was applied to have a more dynamic and meaningful approach to customer preferences [16], a practical tool for client decision making [39; 40], and a company's instrument that ensures certainty on the products offered to increase its profits and maintain brand awareness and client loyalty [40; 41; 42]. For example, in tourism and hospitality ARM is key to interacting with the clients and customizing the product. In the article \"Spatial Augmented Reality-Based Customer Satisfaction Enhancement and Monitoring System\" [42] there was an implementation where it was possible to observe the gestures of restaurant clients to obtain feedback on the meals, prices, and services. This is convenient for smart restaurants to offer their clients a greater experience and better prices on their next visit [42]. A similar example of ARM implementation is lived in Inamo restaurant located in London [43], where it is possible to have AR in water-proof tables, capable of projecting interactive menus, games, chef cameras, and independent payment. The engagement with clients achieved thanks to ARM is unique and attractive for new generations [43]. Additionally, there are applications in companies such as Lego, which combined its products with some images in AR, making them more appealing to clients by offering added value with an engaging and innovative AR feature [40]. Similarly, a new interactive game called Pokemon Go was declared as one of the most viral AR games in 2016, evaluated for new forms of marketing since people have a new way to get involved emotionally with each other in real and virtual places. [PERSON] proposed a study to be taken as an opportunity to have new marketing strategies using the characteristics of communication and users' psychological attachment to these kinds of games [16]. ARM applied in premium brands gives a personalized and luxurious experience to the user by employing high-definition 3D images capable of stimulating the consumer's positive decision before buying the product. Some examples of brands using AR are Chanel, Tiffany, and Swarovski [39]. ARM makes brand equity possible by giving the client the chance to experiment with the quality of the product in a short time and the comfort of their homes [39]. For instance, IKEA and Amazon give the option of placing furniture or objects in customers' living spaces, making them feel comfortable with the recommendations received to empower their decision before buying [44]. Additionally, there is an AR implementation study of the Sephora app and L'Oreal's virtual mirror where clients can try on makeup digitally with simulated physical control, creating engagement with the brand and an entertaining and relaxing experience [45]. Both studies made were useful to make clear that AR apps for shopping can have a contrast between utilitarian and hedonic features. In the case of Sephora's AR app, the experience of the client was very entertaining, which meant that for that market, the hedonic value was too important rather than the usefulness characteristic to buy new products [45; 46]. In summary, for both experiments, the AR-service augmentation can be beneficial for a company to save money (e.g., sampling or returning products) and to give customers a comfortable interaction as well as a positive feeling while buying products that can be placed in spaces or tried on such as cosmetics, accessories, decoration, furniture, or clothing [46].