...Waqar Nadeem; Saifeddin Alimamy; Abdul R. Ashraf Purpose Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts...

...Juan Chen; Nannan Xi; Vilma Pohjonen; Juho Hamari Purpose Metaverse, that is extended reality (XR)-based technologies such as augmented reality (AR) and virtual reality (VR), are increasingly believed to facilitate fundamental human practice in the future. One of the vanguards of this development...

...M. Claudia tom Dieck; Eleanor Cranmer; Alexandre Prim; David Bamford Purpose The use of augmented reality (AR) and experiential learning go hand in hand. Although AR learning opportunities have been well discussed, there is limited empirical research on the use of AR within higher education...

...Weisha Wang; Dongmei Cao; Nisreen Ameen Purpose While customer perceived augmented reality (AR) values have generally enhanced customer experience, AR value would be appreciated the most by a consumer segment that remains unexplored. Drawing from human value orientation theory and consumption...

...Wen-Lung Shiau; Li-Chun Huang Purpose Augmented reality (AR) has become a trend, and the effects of Pokémon Go, the most popular online and mobile game, have been explored in many studies. However, few studies have developed questionnaires of fit to investigate the relationship between the fit...

...Saifeddin Alimamy; Waqar Nadeem Purpose Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for generating authentic experiences, the purpose of this study is to explore the impact...

... This study provides empirical support for an integrated model for understanding the antecedents of the players’ behavioral intentions that incorporates psychological, social and gaming motivational factors in the context of an augmented reality mobile game. Pokémon GO (PG) offers a new gaming experience...