...Muhammad Asif; Hashem Fazel; Faten Saleh Alghamdi Purpose In marketing, virtual reality (VR) and augmented reality (AR) provide innovative ways to connect with audiences, transforming traditional advertising into dynamic and engaging storytelling. The purpose of this study is to explore ethical...

...Muruganantham Ganesan; B. Dinesh Kumar Purpose This study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR mobile apps, virtual product and behavioural intentions. Also...

...Mohamed A. Khashan; Mohamed M. Elsotouhy; Thamir Hamad Alasker; Mohamed A. Ghonim Purpose Since the advent of augmented reality (AR) technology, “Smart Retailing” has become the dominant business model in the retail sector. Therefore, comprehending the dynamics of AR adoption is essential...