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Keywords: Consumer inspiration
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (3): 218–247.
Published: 03 February 2025
...Waqar Nadeem; Saifeddin Alimamy; Abdul Rehman Ashraf; Kai-Yu Wang Purpose Although businesses increasingly use augmented reality (AR) to enhance service experiences, the way AR service marketing inspires consumers remains underexplored. Drawing on the consumer inspiration literature, the authors...
