Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next‐generation experiences with reality‐enhancing technologies
Reality‐enhancing technologies such as augmented reality and virtual reality are rapidly
becoming a part of everyday life. Seizing this moment, we set out a research agenda for …
becoming a part of everyday life. Seizing this moment, we set out a research agenda for …
Augmented reality in marketing: Conceptualization and systematic review
This systematic review of the literature focuses on the use of AR and its impacts in the
marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an …
marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an …
What is augmented reality marketing? Its definition, complexity, and future
Augmented Reality (AR) has received increased attention over the last years, both from
managers and scholars alike. Various studies in the marketing discipline have tackled …
managers and scholars alike. Various studies in the marketing discipline have tackled …
[HTML][HTML] Using augmented reality to reduce cognitive dissonance and increase purchase intention
Augmented reality (AR) has been shown to improve consumers' shop** decisions and
experiences. Based on a theoretical stimulus-organism-response model and cognitive load …
experiences. Based on a theoretical stimulus-organism-response model and cognitive load …
Immersive interactive technologies and virtual shop** experiences: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR)
Based on the concepts of the Reality-Virtuality (RV) continuum and the stimulus-organism-
response (Ssingle bondOsingle bondR) framework, this study investigated differences …
response (Ssingle bondOsingle bondR) framework, this study investigated differences …
Can augmented reality satisfy consumers' need for touch?
S Gatter, V Hüttl‐Maack… - Psychology & …, 2022 - Wiley Online Library
Consumers with a high autotelic need for touch tend to experience deprivation because they
cannot touch products while shop** online. Augmented reality (AR) in retail allows …
cannot touch products while shop** online. Augmented reality (AR) in retail allows …
Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory
The arrival of augmented reality (AR) on social networks in the form of filters is generating
new user experiences. Despite their potential as interactive marketing tools, previous …
new user experiences. Despite their potential as interactive marketing tools, previous …
Use of metaverse in socializing: Application of the big five personality traits framework.
Social media sites, such as Twitter, Instagram, and Facebook, are increasingly
interconnected with the metaverse, which has forged a new digital connection between the …
interconnected with the metaverse, which has forged a new digital connection between the …
Virtual is so real! Consumers' evaluation of product packaging in virtual reality
Virtual Reality (VR) is sha** all human activities, and with the advent of the metaverse,
buyers are going to experience new ways of doing shop**. What would happen if …
buyers are going to experience new ways of doing shop**. What would happen if …
Context in augmented reality marketing: Does the place of use matter?
Augmented reality (AR) integrates virtual content into a consumer's perception of the real
world. While academic interest in AR is growing, most prior research has focused on …
world. While academic interest in AR is growing, most prior research has focused on …