The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …

Storytelling can arouse consumers' emotions and affect purchasing behavior through
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …

Industry 4.0 technology enables luxury fashion brands in the virtual market to quantify the
value of digital items in the metaverse; thus, brands can maintain their reputations, ensure …

Consumers are increasingly moving from traditional television to Over-The-Top (OTT)
streaming platforms. Although OTT platforms are widely used, people's interactions with …

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …

Enthusiasm for the metaverse is intensifying in academia and industries. The metaverse is a
complex concept, combining many technologies to create many different types of user …

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as
business, marketing, tourism, gaming, human–computer interaction, and manufacturing …

Augmented reality (AR) integrates virtual content into a consumer's perception of the real
world. While academic interest in AR is growing, most prior research has focused on …

Drawing on cognitive appraisal theory as a theoretical foundation, this research examines
the sequential effects of time convenience and (anticipated) emotions on consumer …

Recent technological advancements, notably in augmented reality (AR), have disrupted the
marketing landscape, arousing interest in immersive experiences for consumers. In …