Purpose This paper synthesises peer-reviewed published journal articles on augmented
reality in retail settings to ascertain the current foci of academic research in this nascent area …

This review of mental imagery research has the core objective of fostering more research on
the topic of sensory imagery. The review is organized around a conceptual framework …

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

We develop a conceptual framework for collaborative artificial intelligence (AI) in marketing,
providing systematic guidance for how human marketers and consumers can team up with …

Purpose The first research objective is to understand the role of digital [artificial intelligence
(AI)] technologies on user engagement and conversion that has resulted in high online …

The loyalty of the customers is very important for the survival of the organizations. Therefore,
the prime objective of the present study was to examine the effect of sensory factors namely …

Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential
retailers align online and offline experiences, guidance on choosing or combining these …

Virtual technologies will change the way we consume in the digital environment in the future.
Such technologies can provide consumers with a multi-sensory experience in contrast to the …

In the online retail market, consumers' uncertainty about products caused by the physical
separation between consumers and products has long been an obstacle. In recent years …

Interactive technology is rapidly transforming the modern e-tail landscape by applying reality-
enhancing technologies, ie, augmented reality, virtual reality, and mixed reality-led sensory …