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Keywords: Augmented reality retail technology
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (4): 518–537.
Published: 29 November 2024
...Parul Gupta; Sumedha Chauhan; Sandeep Goel Purpose The integration of augmented reality retail technology (ARRT) in retailing industry has emerged as a key driver for transforming the consumer experiences and driving online sales. However, inconsistent findings in the existing research literature...
Includes: Supplementary data
