Augmented reality presents numerous opportunities and challenges for marketers to enrich
the retail shopping experience. Although the technology is well established, practical …

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 …

Augmented Reality (AR) is an innovative concept that enriches consumers' perception of the
real world with virtual content. Prior research has shown that AR has the potential to inspire …

E-retailers have recently devoted novel forms of communication tools, such as augmented
reality applications, to create a hedonic experience for customers and motivate them to …

Researchers have shown great interest in the creation of rehabilitation programs using
mixed reality (MR), which includes both augmented reality (inclusion of virtual elements in a …

Product reviews on YouTube have become highly beneficial to consumers' decision‐
making, as they can help consumers judge and experience products before making …

Virtual reality (VR) tourism provides individuals with a brief, but realistic, preview of travel
destinations. Despite the increasing popularity of VR tourism in destination advertising …

Artificial intelligence (AI) is significantly reshaping branded content delivery and consumer
engagement in the advertising industry. Generative AI, exemplified by ChatGPT, is …

Augmented Reality has emanated as a service for customers' engaged in shopping through
highly immersive experiences. New interactive technologies have helped shopping become …

Purpose This study aims to explore the impact of augmented reality (AR) technologies on
consumer information processing and value perceptions in physical stores. Specifically, it …