Purpose A current technological trend, which has gained even more traction recently due to
the COVID-19 pandemic, is the use of augmented reality (AR) in shopping environments. AR …

We present an integrative review of existing marketing research on mobile apps, clarifying
and expanding what is known around how apps shape customer experiences and value …

This study investigates the antecedents and outcomes of consumer engagement through AR
apps and suggests a new conceptual model. The purpose of the paper is to examine how …

Smart retailing has recently emerged as a new form of retail brand management enabled by
novel technologies such as mobile augmented reality applications, to create better …

Natural products, including food, cosmetics, and other fast-moving consumer goods, are
becoming increasingly popular, and their health-related benefits are widely recognized …

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 …

As the use of technological features is becoming more common in digital retailing, retailers
have adopted augmented reality (AR) solutions to help consumers browse their products …

Recent advances in Augmented Reality (AR) technologies have led to a growing interest in
their application for marketing strategy and practice–what we term Augmented Reality …

Augmented reality (AR) is a potentially disruptive technology that enriches the consumer
experience and transforms marketing. With the surging popularity of AR in marketing …

With the application of augmented reality (AR) technology by online retailers to improve
online services, the impact of AR adoption on consumer behavior has attracted attention …