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Keywords: Word-of-mouth (WOM)
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Journal Articles
Journal:
Internet Research
Internet Research (2025) 35 (3): 1252–1273.
Published: 28 October 2024
...M. Claudia tom Dieck; Nina Krey; Eleanor Cranmer Purpose The current study explores two distinct augmented reality (AR) experiences (hedonic and utilitarian) to determine the drivers of satisfaction and word-of-mouth (WOM). Specifically, this research investigates how different AR characteristics...
