Combining the digital technology with the real environment has strengthened the aspects of marketing practices and the rapid changes in the interactive technology environment have made technologies like AR and VR to give a competitive edge to organisations using these technologies. The applicability of VR and AR has been present in online retail platforms of fashion apparels, cosmetics, accessories and jewellery through virtual mirrors or an animated avatar with the availability of modifications as per the individual customer’s age, gender, and physical features. With the opportunities of growth globally and in the Indian market, the use of AR technology in the consumer facing sectors is attracting many researchers and academicians to understand this phenomena better. For the purpose of study, more than 100 research articles were systematically reviewed and a combined meta-analysis is done. Further, the study end with future scope of action in the field of Augmented Reality.

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Keywords: Meta-Analysis, Consumer Marketing, Digital Technology, Real Environment.