... brands Experiential technology acceptance model Signaling theory Augmented reality Consumer behavior Digital technologies have transformed how consumers interact with brands, particularly in online retail contexts where immersive tools like Virtual Try-On (VTO) are increasingly adopted...

...Khawla Sekri; Olfa Bouzaabia; Haifa Rzem; David Juárez-Varón Purpose The purpose of this study is to investigate the role of using augmented reality (AR) in the form of virtual try-on technology in consumers' purchase decision-making process. Design/methodology/approach The study, executed...

...Gürkan Çalışkan; İsa Yayla; Hüseyin Pamukçu Purpose Augmented reality is one of the technologies that developed and became widespread, especially after the 2000s. It is seen that innovations such as 3D virtual reality glasses, artificial intelligence-supported smart chatbots that communicate...

...Elena Pessot; Andrea Zangiacomi; Marco Sacco Purpose Augmented reality (AR) and virtual reality (VR) are increasingly recognized among technologies potentially driving the digital innovation of small and medium-sized enterprises (SMEs). Nevertheless, the implications of AR/VR adoption...

...Sabine Khalil; Andreas Kallmuenzer; Sascha Kraus Purpose Augmented reality (AR) is an emergent technology that has been impacting and beneficial to various industries. This is especially the case in the tourism industry since the COVID-19 crisis. To enable and enhance the museum experience, AR...

...Ignat Kulkov; Anastasia Tsvetkova; Maria Ivanova-Gongne Purpose Virtual and augmented reality solutions in medicine are generally applied in communication, training, simulation and therapy. However, like most new digital developments, these technologies face a large number of institutional...