Purpose Augmented reality (AR) has received massive attention in online retail. Therefore,
the paper aims to review the state-of-the-art literature on AR in online retailing, by identifying …

The purpose of this research is to review the extant literature on mobile advertising
systematically and to carry out a comprehensive analysis of research in this emerging field …

The power of livestreaming commerce to rake in billions of revenues within hours has thrust
this nascent commercial model into the global spotlight; that said, despite the prevalence of …

This paper introduces a conceptual framework for understanding new and futuristic in-store
technology infusions. First, we develop a 2× 2 typology of different innovative and futuristic …

Customer engagement marketing—defined as a firm's deliberate effort to motivate,
empower, and measure customer contributions to marketing functions—marks a shift in …

Despite the demonstrated importance of customer sentiment in social media for outcomes
such as purchase behavior and of firms' increasing use of customer engagement initiatives …

Few empirical studies have examined how post-trip destination image is shaped by tourists'
experiences. Although previous studies examined the relationships between experience …

Traditionally, the production and distribution of advertising material has relied on human
effort and analog tools. However, technological innovations have given the advertising …

As augmented reality (AR) has been increasingly adopted by various industries as a
marketing tool, tourism practitioners have come to recognize its promising potential in …

Although online retailing is applying livestreaming to promote both hedonic and utilitarian
products, the differential effectiveness of utilizing this tool across the two types of products is …