How augmented reality impacts retail marketing: A state-of-the-art review from a consumer perspective

A Rejeb, K Rejeb, H Treiblmaier - Journal of Strategic Marketing, 2023 - Taylor & Francis
Augmented reality presents numerous opportunities and challenges for marketers to enrich
the retail shopping experience. Although the technology is well established, practical …

Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values

VA Vieira, DN Rafael, R Agnihotri - Journal of Business Research, 2022 - Elsevier
Augmented reality (AR), as a consumer-centric technology, helps businesses by providing
new consumer experiences at the purchase occasion. However, we do not know the …

The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse

SJ Ahn, J Kim, J Kim - Journal of Advertising, 2022 - Taylor & Francis
The concept of the metaverse was first coined in the science fiction novel Snow Crash
published 30 years ago, serving as the pregenesis concept of the next groundbreaking …

Social media adoption in SMEs impacted by COVID-19: The TOE model

MI Effendi, D Sugandini, Y Istanto - The Journal of Asian Finance …, 2020 - koreascience.kr
The purpose of the research is to analyze the behavioral intention to adopt social media in
SMEs affected by the COVID-19 crisis, based on the TOE Model. This study uses the TOE …

Augmented reality marketing: How mobile AR-apps can improve brands through inspiration

PA Rauschnabel, R Felix, C Hinsch - Journal of Retailing and Consumer …, 2019 - Elsevier
Augmented Reality (AR) is a promising and growing field in marketing research and
practice. Very little is known if, how, and why AR-apps can impact consumers' perception …

[HTML][HTML] Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses

AR Smink, EA Van Reijmersdal, G Van Noort… - Journal of Business …, 2020 - Elsevier
Augmented reality (AR) applications add a new dimension to the consumer experience by
overlaying the consumer's face or surroundings with virtual products. The aim of this study …

Augmented reality marketing: A technology-enabled approach to situated customer experience

M Chylinski, J Heller, T Hilken… - Australasian …, 2020 - journals.sagepub.com
Recent advances in Augmented Reality (AR) technologies have led to a growing interest in
their application for marketing strategy and practice–what we term Augmented Reality …

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

T Hilken, K De Ruyter, M Chylinski, D Mahr… - Journal of the Academy …, 2017 - Springer
Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing
a strategy of service augmentation to enhance customers' online service experiences …

We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

J Scholz, K Duffy - Journal of Retailing and Consumer Services, 2018 - Elsevier
Augmented reality (AR) has the potential to reshape the mobile shopping experience and
create more meaningful consumer-brand relationships. Yet, the broader experiential and …

Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure

AR Smink, S Frowijn, EA van Reijmersdal… - Electronic Commerce …, 2019 - Elsevier
Augmented Reality (AR) enables consumers to virtually try products on their own face or
surroundings in real time (eg, make-up, furniture), which could help providing consumers a …