Table 7. Summary of future research... | Emerald Publishing

Table 7.

Summary of future research directions

Research areas	Future research directions
AR and VR technologies and data privacy	What theoretical frameworks can explain how AR and VR influence consumer perceptions of data privacy? How do users, developers, and policymakers prioritize privacy concerns in AR and VR contexts? How can tools like blockchain or differential privacy be used to strengthen data protection in AR and VR applications?
AR and VR technologies through customer journey	How can models such as the customer journey map or service-dominant logic explain the role of AR and VR in shaping retail experiences? How can user-centred design principles improve AR and VR usability and alignment with customer expectations?
Advancements in AR and VR technologies	What are the most promising innovations in AR and VR for retail and marketing? How can new developments be effectively integrated into existing commerce platforms to enhance consumer experience and operational outcomes?
AR and VR technologies as a marketing insight tool	What is the potential of AR and VR to provide deeper behavioural and attitudinal insights for consumer research? How can these technologies be integrated into marketing strategies for experimentation and diagnostics?

Research areas	Future research directions
AR and VR technologies and data privacy	What theoretical frameworks can explain how AR and VR influence consumer perceptions of data privacy? How do users, developers, and policymakers prioritize privacy concerns in AR and VR contexts? How can tools like blockchain or differential privacy be used to strengthen data protection in AR and VR applications?
AR and VR technologies through customer journey	How can models such as the customer journey map or service-dominant logic explain the role of AR and VR in shaping retail experiences? How can user-centred design principles improve AR and VR usability and alignment with customer expectations?
Advancements in AR and VR technologies	What are the most promising innovations in AR and VR for retail and marketing? How can new developments be effectively integrated into existing commerce platforms to enhance consumer experience and operational outcomes?
AR and VR technologies as a marketing insight tool	What is the potential of AR and VR to provide deeper behavioural and attitudinal insights for consumer research? How can these technologies be integrated into marketing strategies for experimentation and diagnostics?

Source(s): Developed by the authors