Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Although an extensive body of research has emerged on marketing in computer-mediated
environments, the literature remains fragmented. As a result, insights and findings have …

With growing investment into the metaverse or metaverses, the required hardware and
software is becoming more powerful and cheaper, and tech firms' expectations for this …

Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact
on a variety of marketing practices and are attracting increasing attention from marketing …

Live-stream shopping is experiencing unprecedented growth. However, research in live-
stream commerce is in its infancy. The current study integrates uses and gratifications …

Individuals are increasingly using Smart Voice Assistants (SVA) to derive functional,
hedonic, and symbolic benefits. SVA adoption is in the nascent stage and we have little …

Creating effective online customer experiences through well-designed product web pages is
critical to success in online retailing. How such web pages should look specifically, however …

Many businesses across sectors are using extended reality technologies to enhance the
consumer experience. In the restaurant industry, digital technologies are gaining growing …

This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool
using two products—sunglasses and watches. Study 1 explores the effectiveness of AR by …

Abstract Virtual Reality Spectatorship (VRS) is becoming an emerging sport media
consumption trend as it delivers such optimal experience that maximizes user satisfaction …