Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the fundamental primary factors that distinguish AR from other concepts, namely, that it involves a computing device that integrates virtual content into a consumer's perception of the real world in a specific context. The current article addresses this gap in the literature by proposing the 4C framework (based on the 4Cs: consumer, content, context, and computing device; pronounced: foresee) that highlights the importance of, and interplay among these four factors. Building on configurational theory, the framework calls for the systematic identification of additional AR-relevant factors across the 4Cs. Scholars can use this framework to systematically identify research gaps and variables of interest. Practitioners across various disciplines can employ the framework to systematically assess, communicate, and develop AR use cases.