... evolving food service industry. Over the past decade, and especially in the post-COVID-19 era, technological advancements such as Augmented reality (AR) and 3D visual enhancements have revolutionized consumer experiences, offering immersive, reality-like interactions that enhance engagement...

...Riziq Shaheen; Ahmad Aljarah; Blend Ibrahim; Joe Hazzam; Matina Ghasemi Purpose This study investigated the impact of the perceived Augmented Reality (AR) social experience of restaurant menus on two types of prosocial behaviors: brand positivity and brand information sharing. Design...

...Reihaneh Alsadat Tabaeeian; Farzaneh Alsadat Hossieni; Maedeh Fatehi; Alireza Forghani Tehrani Purpose The purpose of the study is to investigate the effect of augmented reality (AR) characteristics in packaging on perceived value and consumer behavioral intentions such as purchase intention...

... (AI), machine learning and augmented reality can promote agri-businesses. Design/methodology/approach The paper adopts a content and thematic analysis of 325 academic sources extracted from the Scopus database and 683 patents retrieved from the European Patent Office (EPO) dataset. Additionally...