Abstract The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is
shaping a new environment where physical and virtual objects are integrated at different …

Immersive technologies are redefining and revolutionizing the staging of experiences and
co-creation of value, implicating the management of customer experiences. However, limited …

New technologies such as Internet of Things (IoT), Augmented Reality (AR), Virtual Reality
(VR), Mixed Reality (MR), virtual assistants, chatbots, and robots, which are typically …

Technological advancements are largely responsible for the intensified competitiveness
within the industry and the shift in consumers shopping and buying behavior. Global trends …

Purpose The purpose of this paper is to explore innovations in customer experience at the
intersection of the digital, physical and social realms. It explicitly considers experiences …

In the rapidly evolving landscape of digital marketing, Virtual Reality (VR) and Augmented
Reality (AR) have emerged as transformative tools, reshaping strategies and consumer …

This study examines the benefits of virtual and augmented reality for retailing in order to
propose a theoretical framework for the development of innovative and efficient stores. The …

Marketing scholars and practitioners are showing increasing interest in Extended Reality
(XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed …

Recent technological advances in wearable technologies, such as mixed-reality devices,
have enabled consumers to interact with artificial three-dimensional visual environments …

Purpose This paper aims to explore the current and future roles of augmented reality (AR) as
an enabler of omnichannel experiences across the customer journey. To advance the …