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 …

Abstract Artificial Intelligent (AI) In-home Voice Assistants have seen unprecedented growth.
However, we have little understanding on the factors motivating individuals to use such …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

This study examines the 'sweet spot'of augmented reality (AR) through the lens of flow
theory and has two primary objectives. First, the study seeks to determine whether …

Currently, online retailers evaluate whether chatbots—software programs that interact with
users using natural languages—could improve their customers' satisfaction. In a retail …

The arrival of augmented reality (AR) on social networks in the form of filters is generating
new user experiences. Despite their potential as interactive marketing tools, previous …

Augmented reality (AR) is increasingly used as a marketing, information and experience
channel within the tourism industry. However, little is known with regards to the actual value …

This study aims to examine students' experience of augmented reality learning applications
(AR. LRP). Uses and gratifications theory was proposed as a theoretical foundation of the …

Augmented reality (AR) has the potential to reshape the mobile shopping experience and
create more meaningful consumer-brand relationships. Yet, the broader experiential and …