A hyper-connected digital universe referred to as the 'metaverse'bears the promise of
fundamentally changing how consumers, brands, and firms will transact and interact in a …

Augmented reality has emerged as a new interactive technology and its unprecedented way
of complementing the physical environment with virtual annotations offers innovative modes …

The concept of the metaverse was first coined in the science fiction novel Snow Crash
published 30 years ago, serving as the pregenesis concept of the next groundbreaking …

Computer-generated imagery (CGI) influencers are at the forefront of brand communication
trends driven by artificial intelligence (AI). Focusing on Lil Miquela, this study explores the …

The rise of Web 2.0, the advent of greater bandwidth, and new technology platforms have
made it possible to extend the range of focus-group research to the online environment. This …

The paper investigates two augmented reality (AR) applications and corresponding
consumer responses to their media characteristics. Firstly, it discusses the role of interactivity …

Purpose Social media campaigns by fashion brands typically rely on two types of accounts:
official brands' accounts and social media influencers' accounts. The current study …

With the rapid development of virtual reality (VR) hardware devices and virtual technologies,
VR applications in retailing are increasingly becoming an inevitable trend of future …

Despite the technological advances, empirical studies to understand how VR influences
consumer behavior have been limited to date. This study aims (i) to extend the S (Stimuli)-O …

Purpose Over the past two decades, technology-facilitated communication between brand
and consumer has become common. One way in which technology can be used to build …