Beacon technology is in the nascent stage and is expected to grow unexceptionally. Despite the enormous scope in this field, limited work is available on this technology. Previous literature on Beacons is scattered and mostly focuses on experimental work and its architecture. This article works on this gap and tries to present a systematic review of the literature and does a SWOT analysis on Beacons. The current study presents the results of 80 academic papers. For the SWOT analysis, a two-phase interview was conducted to collect information. This article is going to enhance the existing literature on Beacons and will help future researchers to understand the concept clearly and concisely.

Beacon, Bluetooth Beacons, proximity marketing, literature review, SWOT analysis

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