Meta-analysis of augmented reality marketing
Purpose Amidst the ambiguity about the impact of augmented reality (AR) attributes on
hedonic or utilitarian values, the present study aims to understand what AR attributes create …
hedonic or utilitarian values, the present study aims to understand what AR attributes create …
[HTML][HTML] The 4C framework: Towards a holistic understanding of consumer engagement with augmented reality
Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as
business, marketing, tourism, gaming, human–computer interaction, and manufacturing …
business, marketing, tourism, gaming, human–computer interaction, and manufacturing …
[HTML][HTML] The role of time convenience and (anticipated) emotions in AR mobile retailing application adoption
G Chekembayeva, M Garaus, O Schmidt - Journal of Retailing and …, 2023 - Elsevier
Drawing on cognitive appraisal theory as a theoretical foundation, this research examines
the sequential effects of time convenience and (anticipated) emotions on consumer …
the sequential effects of time convenience and (anticipated) emotions on consumer …
[HTML][HTML] ARvolution: Decoding consumer motivation and value dimensions in augmented reality
CD Schultz, H Kumar - Journal of Retailing and Consumer Services, 2024 - Elsevier
Recent technological advancements, notably in augmented reality (AR), have disrupted the
marketing landscape, arousing interest in immersive experiences for consumers. In …
marketing landscape, arousing interest in immersive experiences for consumers. In …
[HTML][HTML] Towards a theoretical framework for augmented reality marketing: A means-end chain perspective on retailing
Augmented reality (AR) merges virtual elements with our physical context. Although there is
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …
Exploring the role of augmented reality as a new brand advocate
Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …
Are AI chatbots a cure-all? The relative effectiveness of chatbot ambidexterity in crafting hedonic and cognitive smart experiences
H Fan, W Gao, B Han - Journal of Business Research, 2023 - Elsevier
Whether AI chatbots improve smart experiences and generate revenue is an under-
researched topic. This study fills this research gap by investigating and comparing the …
researched topic. This study fills this research gap by investigating and comparing the …
[HTML][HTML] More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping
Virtual try-on applications use augmented reality to virtually display products on consumers'
faces or bodies. That is, they simulate a believable try-on experience by means of …
faces or bodies. That is, they simulate a believable try-on experience by means of …
Understanding equity sensitivity through the lens of personality: a review of associations and underlying nature
N Tuli, K Shrivastava, D Khattar - Management Research Review, 2023 - emerald.com
Purpose This study aims to clarify the ambiguous nature of equity sensitivity and understand
the associations between equity perceptions and the personality domain in organizational …
the associations between equity perceptions and the personality domain in organizational …
Augmented reality marketing and consumer‒brand relationships: How closeness drives brand love
PA Rauschnabel, V Hüttl‐Maack… - Psychology & …, 2024 - Wiley Online Library
Marketers use augmented reality (AR) to place virtual brand‐related information into a
consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory …
consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory …