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Keywords: Augmented reality (AR)
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Journal Articles
Unveiling the transformative power of augmented reality in retail: a systematic literature analysis
Available to Purchase
Journal:
Journal of Strategy and Management
Journal of Strategy and Management (2025)
Published: 21 January 2025
...Praveen Kumar Pandey; Prashant Kumar Pandey Purpose This study investigates the influence of augmented reality (AR) on consumer behavior and decision-making in the context of retail. By developing a conceptual framework that highlights AR’s distinct characteristics and its contribution...
