Augmented reality marketing: A systematic literature review and an agenda for future inquiry
Augmented reality (AR) is a potentially disruptive technology that enriches the consumer
experience and transforms marketing. With the surging popularity of AR in marketing …
experience and transforms marketing. With the surging popularity of AR in marketing …
The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda
W Batat, W Hammedi - Journal of Service Management, 2022 - emerald.com
Purpose Because new-age technologies are gaining a broader interest among service
scholars and practitioners, it is critical to identify these technologies and examine the roles …
scholars and practitioners, it is critical to identify these technologies and examine the roles …
The role of emotions in augmented reality
Augmented reality (AR) can induce emotions among its users. However, emotional valence
is often studied with a singular focus (eg, enjoyment), which disregards and overlooks the …
is often studied with a singular focus (eg, enjoyment), which disregards and overlooks the …
Exploring the role of augmented reality as a new brand advocate
Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …
[HTML][HTML] Brand personality: Current insights and future research directions
V Calderón-Fajardo, S Molinillo… - Journal of Business …, 2023 - Elsevier
The aim of this study is to improve the understanding of the scientific contributions made by
brand personality (BP) research, to identify its predominant themes and to propose a …
brand personality (BP) research, to identify its predominant themes and to propose a …
Augmented reality in marketing: Conceptualization and systematic review
This systematic review of the literature focuses on the use of AR and its impacts in the
marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an …
marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an …
[HTML][HTML] Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology …
R Payal, N Sharma, YK Dwivedi - Electronic Commerce Research and …, 2024 - Elsevier
We propose metaverse as a medium for customer brand active engagement and for
stimulating the purchase intentions towards a brand in real world. The participants recruited …
stimulating the purchase intentions towards a brand in real world. The participants recruited …
The emperor's new clothes: self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes
Purpose Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands
to provide enriched self-explorative experiences. The increased popularity of VTOs makes it …
to provide enriched self-explorative experiences. The increased popularity of VTOs makes it …
AR app-based brand engagement and outcomes: A moderated mediation approach
Augmented Reality (AR) has gained increased attention in recent theory and practice owing
to its potential to enhance customer responses toward brands. However, the investigation …
to its potential to enhance customer responses toward brands. However, the investigation …
Scrutinizing Consumer Sentiment on Social Media and Data-Driven Decisions for Business Insights: Fusion of Artificial Intelligence (AI) and Business Intelligence (BI) …
ABSTRACT AI tools have the capability to analyze emotions conveyed in substantial text
inputs such as customer reviews or feedback. These algorithms categorize sentiment as …
inputs such as customer reviews or feedback. These algorithms categorize sentiment as …