...Navid Bahmani; Atefeh Yazdanparast; Amit Bhatnagar; Dinesh Gauri Purpose Extended reality ( XR ) technologies (i.e. augmented reality [AR] and virtual reality [VR]) have changed the digital landscape in recent years and present novel opportunities to marketers for providing innovative...

...Mojtaba (Moji) Barari; Liem Viet Ngo; Sara Quach; Park Thaichon Purpose Augmented reality ( AR ) and virtual reality ( VR ) have revolutionized how firms interact with customers. The purpose of this study is to provide a systematic empirical account of (a) the comparative effects of AR versus VR...

...Waqar Nadeem; Abdul Rehman Ashraf; Magnus Hultman Purpose This paper aims to highlight the pivotal role of augmented reality ( AR ), a disruptive new-age technology, in fostering sustainability initiatives of multinational corporation ( MNC ) brands. Drawing on the transformative marketing...

...Atieh Poushneh; Arturo Vasquez-Parraga Purpose Advances in autonomous technology have transformed customer experience. Most prior research has investigated the effect of augmented reality (AR) on purchase intention, yet few research has discussed the effect of semiautonomous AR in the context...

...Chloe Preece; Alexandros Skandalis Purpose While the spatial dimensions of augmented reality (AR) have received significant attention in the marketing literature, to date, there has been less consideration of its temporal dimensions. This paper aims to theorise digital timework through AR...

...-commerce Digital transformation Artificial intelligence Innovation Digital technologies Augmented reality Virtual recommendation agent (VRA) Perceived enjoyment Online impulse buying Perceived risk Gender In the actual context characterized by a profound digital transformation, human...