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 …

The immersive technologies of augmented reality (AR) and virtual reality (VR) have been
widely applied in the tourism sector. Previous research has independently explored effective …

Purpose The purpose of this paper is to investigate how previous literature has analyzed the
role of augmented reality and virtual reality in the field of tourism, distinguishing between …

Augmented reality (AR) technology is widely used in various fields. However, there are few
systematic reviews on the application of AR in vocational training. To fill this research gap …

Technology developments relating to automation, artificial intelligence, and robots have
transformed the landscape of service industries, including hospitality and tourism. Through a …

Virtual reality is currently used to enhance travelers' experience, providing destinations,
attractions, and businesses with additional marketing tools, resha** consumer …

Virtual and augmented reality are changing how companies interact with customers.
However, previous research has paid little attention to compare their effectiveness. This …

This research examined how virtual reality technology affects the marketing performance of
the fashion industry in Jordan. Based on a sample composed of 528 online customers …

Purpose This study's aim was to investigate the role of the perceived values of gaming on
consumers' perceptions of brands as cool as well as the impacts on the consumer–brand …

With the exponential growth of livestream shop** and the development of artificial
intelligence (AI), virtual influencers powered by AI have become a new trend. However, this …