...Quan Phan Nguyen Anh; Long Hoang; Duc Nguyen Van Purpose With novel application of situated cognition theory (SCT) in interactive marketing and customer behavior, this study is conducted to investigate the effect of augmented reality (AR) marketing on customer delight in the soft drinks market...

...Zi Juan Lai; Mei Kei Leong; Kim Leng Khoo; Sarabjit Kaur Sidhu Purpose This study is among the first to integrate the technology acceptance model (TAM) and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It assesses how consumers' rational (TAM) and emotional...

... Metaverse Marketing Logistics Supply chain management Virtual reality Extended reality Augmented reality 3D virtual world Mixed reality Web 3.0 Digital world Avatars As the digital landscape evolves, the metaverse emerges as the game-changing frontier for businesses worldwide. Ball (2022...

... responses AR Augmented reality Unlike virtual reality (VR), where the environment is computer generated, AR superimposes digital content onto consumers' real world that may include the self or one's surrounding space (Javornik, 2016) Immersion A psychological state of being enveloped by, included...

...Yining Wang; Eunju Ko; Huanzhang Wang Purpose Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness...

...Lan Xu; Lei Zhang; Nan Cui; Zhilin Yang Purpose Augmented reality (AR) has emerged as a novel communication tool, which adds virtual computer-generated information to a viewer’s real life. The purpose of this paper is to investigate the effect of AR technology on consumers’ experience. Design...