  This study focuses on the ethical considerations that a consumer perceives
with augmented reality (AR) in the context of smartphone applications. Through
a systematic review, this research can provide an understanding and ability for
developers, product managers, digital marketers and associated business
professionals to effectively implement and deploy mobile AR related
applications and campaigns, with consideration to the perceptions of the
ethical considerations that consumers have of this growing technology. The rise
in digital transformation and new technologies paved this research agenda.
Trends in the data revealed two overarching factors of 'Benefits' and 'Ethical
Considerations'. Within these two factors, several consumer perceived themes
were identified with regards to AR applications and their association
categorised either positive, negative or neutral. 'Benefits' revealed 3
consistent themes of personalisation, interactivity and information
acquisition. 'Ethical Considerations' revealed consistent patterns of
educational awareness, privacy, transparency and security. From identifying the
consumer perceptions, business professionals can strategically address and or
challenge the inherent limitations and their associations during AR application
development, product adoption strategies or marketing purposes.
