Augmented reality (AR) is a potentially disruptive technology that enriches the consumer
experience and transforms marketing. With the surging popularity of AR in marketing …

This research investigates how various personality traits influence individuals' inclination to
engage with the metaverse. The study gathered 332 responses to assess the hypotheses …

The big five personality traits and entrepreneurial mindset (EM) are crucial individual-level
elements that determine entrepreneurial intention (EI). This study examines the impact of big …

Virtual reality (VR) is a useful tool to study consumer behavior while they are immersed in a
realistic scenario. Among several other factors, personality traits have been shown to have a …

The involvement of students in entrepreneurial activities related to solar energy has the
potential to have a major impact on expanding energy access. Nevertheless, there is an …

Purpose Celebrity endorsers are usually considered to bring positive effects to associated
nodes, such as brands and corporations. However, limited evidence suggests that brands …

This research explores the integration of information technology into physical education and
uses augmented reality (AR) as an auxiliary tool to explore the impact of this teaching mode …

The Fourth Industrial Revolution has brought advanced technologies such as augmented
reality (AR) and virtual reality (VR), transforming consumer behavior in retailing and …

In an era where online video advertising is paramount for engaging audience attention,
YouTube emerges as a leading platform, drawing a vast spectrum of viewers. Despite its …

Purpose This study aims to provide new insights into the relationship between individual
characteristics, particularly personality traits and mature students' intention to use (ITU) …