Using the social psychology theory of elaboration likelihood model (ELM), we present a
conceptual model of persuading consumer attitudes through virtual and augmented reality …

During the last decade, research on new technologies such as virtual reality and augmented
reality in the context of marketing has gained notable attention from the marketing …

Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …

Online food delivery services are a growing sector of the hospitality industry. As such, it is
important to gain a better understanding of the factors that influence consumer attitudes and …

Live streaming commerce has gained its popularity among consumers, as it creates a novel
environment to facilitate viewers to process product information and conduct related …

This study examines the 'sweet spot'of augmented reality (AR) through the lens of flow
theory and has two primary objectives. First, the study seeks to determine whether …

In an aggressively growing market, influencers exploit social media platforms to make
videos on their chosen interests in an attempt to attract viewers worldwide. Consequently …

Social media short videos represent a powerful tool for tourism destination promotion.
However, little research has investigated their effect on tourist travel intentions. Drawing on …

Chatbots incorporate various behavioral and psychological marketing elements to satisfy
customers at various stages of their purchase journey. This research follows the foundations …

The growing number of firms leveraging social media for marketing purposes highlights the
urgent need for firms to understand consumer perceptions and attitudes toward posted ads …