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Keywords: Vividness
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Journal Articles
Augmented reality in retail: unravelling the nexus of customer engagement and purchase intentions
Available to PurchaseMariam Mahmoud Kleilat, Sam El Nemar, Wael Bakhit, Demetris Vrontis, Emmanouela Kokkinopoulou, Karim S. Rebeiz
Journal:
Competitiveness Review
Competitiveness Review (2026) 36 (3): 618–638.
Published: 16 September 2025
...Mariam Mahmoud Kleilat; Sam El Nemar; Wael Bakhit; Demetris Vrontis; Emmanouela Kokkinopoulou; Karim S. Rebeiz Purpose This study aims to explore the influence of augmented reality ( AR ) features (interactivity, vividness and novelty) on customer engagement and purchase intention within...
