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 …

There has been exponential growth is the use of wearable technology, and these are now
considered to be of critical importance in certain consumer goods and services sectors …

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

Augmented Reality (AR) has received increased attention over the last years, both from
managers and scholars alike. Various studies in the marketing discipline have tackled …

Augmented reality (AR) filters are a popular social media feature affording users a variety of
visual effects. Despite their widespread use, no research to date has examined either …

This study explores the relative advantage of augmented reality (AR) over web-based
product presentations. We develop a consumer response model and compare consumers' …

There is a general consensus that augmented reality (AR), once it becomes a mainstream
medium, can disrupt marketing and management in many ways. One frequently discussed …

Augmented Reality (AR) is a promising and growing field in marketing research and
practice. Very little is known if, how, and why AR-apps can impact consumers' perception …

This research investigates the extent to which Mobile Augmented Reality (MAR) apps can
influence user attitudes and shopping behavior. It empirically explores user experience and …

The development pace of digital socialization has accelerated drastically in the past decade,
especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the …