Augmented reality has emerged as a new interactive technology and its unprecedented way
of complementing the physical environment with virtual annotations offers innovative modes …

Purpose This study unravels the intellectual structure of virtual reality (VR) in digital
marketing (DM) research, identifies core research gaps and presents future research …

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 …

This collaborative research between a team of digital technology developers and academic
researchers investigates how social interaction affects visitors' experience during a virtual …

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 …

In this study, the authors analyse the influence of specific combinations of online and
physical channels (webrooming and showrooming) on the customer experience …

Marketing scholars and practitioners are showing increasing interest in Extended Reality
(XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed …

This paper investigates how citizens' uncertainty in e-government services can be managed.
First, we draw from uncertainty reduction theory, and propose that transparency and trust are …

The paper investigates two augmented reality (AR) applications and corresponding
consumer responses to their media characteristics. Firstly, it discusses the role of interactivity …

Consumer's ability to touch products is an essential component of one's retail shopping
experience. When the ability to touch is not available, Virtual Reality (VR) platforms may …