Using the social psychology theory of elaboration likelihood model (ELM), we present a
conceptual model of persuading consumer attitudes through virtual and augmented reality …

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 …

The virtualization of cultural events in the metaverse creates opportunities to generate
valuable and innovative experiences that replicate and extend in-person events; but the …

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as
business, marketing, tourism, gaming, human–computer interaction, and manufacturing …

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 …

Drawing on cognitive appraisal theory as a theoretical foundation, this research examines
the sequential effects of time convenience and (anticipated) emotions on consumer …

E-retailers have recently devoted novel forms of communication tools, such as augmented
reality applications, to create a hedonic experience for customers and motivate them to …

Augmented reality (AR) merges virtual elements with our physical context. Although there is
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …

Augmented reality (AR) can induce emotions among its users. However, emotional valence
is often studied with a singular focus (eg, enjoyment), which disregards and overlooks the …

Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …