Since the launch of Pokémon Go, augmented reality (AR) has been one of the main
research areas within new technologies. Integrating digital elements into the physical world …

Purpose Marketing Technology (Martech) is the cornerstone of creating digital experiences
and interactive marketing, providing consumers with high experiential value. Drawing on the …

Purpose One of the main challenges that brands face is the ability to provide a real-life
experience through online platforms. The aim of this study is to analyze consumers' self …

In recent years, with the rapid development of live-streaming commerce, the social dynamics
and psychological impact of such online activities merit further discussion. In this study, we …

Purpose By integrating the Uses and Gratifications Theory and Flow Theory, this research
seeks to untwine the veiled effects of interactive commerce enhancements (ICEs) …

Purpose Conceptual and empirical research over the past 20 years has moved the social
media (SM) literature beyond the embryotic stage to a well-developed academic discipline …

Purpose This study aims to explore the conversion of metaverse marketing (MVM) into
strategic agility among SMEs based on dynamic capabilities (DC) and dynamic …

Purpose Live streaming has become an extremely popular form of online service and allows
live audiences to give virtual gifts or money to their favorite streamers. This study aims to …

Consumers find it increasingly compelling to immerse themselves in the metaverse, a trend
that will likely continue. Although the metaverse has retailing potential, understanding …

As augmented reality (AR) technology becomes more prevalent in marketing, its impact on
consumer memory processes, particularly brand recall, remains underexplored. This study …