Augmented reality (AR) is a potentially disruptive technology that enriches the consumer
experience and transforms marketing. With the surging popularity of AR in marketing …

This systematic review of the literature focuses on the use of AR and its impacts in the
marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an …

Purpose Metaverse blends the physical and virtual worlds, revolutionizing how hospitality
customers and hospitality organizations facilitate the co-creation of transformational …

Augmented Reality (AR) has received increased attention over the last years, both from
managers and scholars alike. Various studies in the marketing discipline have tackled …

Abstract The application of Augmented Reality (AR) in business applications has seen
colossal growth in recent years with even healthier future growth expectations. To advance …

Consumers' intentions are crucial to the wide usage of augmented reality shopping
applications (ARSAs). Combining innovation diffusion, perceived value, and attitude …

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 …

This study presents a framework and viewpoint on the intellectual structure and evolution of
customer experience research in the service literature. Using the Scopus database, journal …

This study investigated the use of virtual reality (VR) and augmented reality (AR) virtual
tourism to overcome problems and limitations in the senior tourism market. We explored the …

Purpose Traditionally, Task–Technology Fit (TTF) theory has been applied to examine the
usefulness of technology in the work environment. Can the same approach (based on …