The metaverse has the potential to extend the physical world using augmented and virtual
reality technologies allowing users to seamlessly interact within real and simulated …

A hyper-connected digital universe referred to as the 'metaverse'bears the promise of
fundamentally changing how consumers, brands, and firms will transact and interact in a …

Immersive virtual reality (VR) that utilizes head-mounted displays (HMD) is one of the key
emerging technologies of the 21st century and has drawn keen attention from consumers …

Abstract Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality
(often–misleadingly–abbreviated as XR) are commonly used terms to describe how …

Abstract Information technologies exist to enable us to either do things we have not done
before or do familiar things more efficiently. Metaverse (ie extended reality: XR) enables …

The immersive technologies of augmented reality (AR) and virtual reality (VR) have been
widely applied in the tourism sector. Previous research has independently explored effective …

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 …

Virtual Reality (VR) experience escapes allow individuals to spend hours on end in
immersive virtual environments and interact with content in a world that is providing shelter …

Virtual commerce applies immersive technology such as augmented reality and virtual
reality into e-commerce to shift consumer perception from 2D product catalogs to 3D …

Since interactive marketing evolved from a traditional form of direct marketing and e-
commerce around three decades ago (Deighton, 1996), it has grown dramatically to be the …