... and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing. Augmented reality marketing Bibliometric analysis Thematic analysis Content analysis Theoretical evolution Privacy concerns Customer experience Pragya Jayaswal...

... was collected. A sample of over 1,000 unique messages from this data set, incorporating all external links and images, was analysed inductively using structured thematic analysis. Findings Advertising workers represent marketing work as a series of fun yet constrained activities involving relationships...

... Multi-brand loyalty Thematic analysis Grounded theory Mixed-method design Decision-making heuristics In the extant literature, brand loyalty appears as a two-dimensional construct that includes attitudes and behaviours (Brunner et al., 2008 ; Chaudhuri and Holbrook, 2001...