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 …

Purpose This study defines a three-angled research plan to intensify the knowledge and
development undergoing in the retail sector. It proposes a theoretical framework of the …

Augmented Reality (AR) has received increased attention over the last years, both from
managers and scholars alike. Various studies in the marketing discipline have tackled …

This study investigates the antecedents and outcomes of consumer engagement through AR
apps and suggests a new conceptual model. The purpose of the paper is to examine how …

Artificial intelligence-enabled voice assistant services have received notable scholarly
attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers …

This study explores the relative advantage of augmented reality (AR) over web-based
product presentations. We develop a consumer response model and compare consumers' …

There is a general consensus that augmented reality (AR), once it becomes a mainstream
medium, can disrupt marketing and management in many ways. One frequently discussed …

This research investigates the extent to which Mobile Augmented Reality (MAR) apps can
influence user attitudes and shop** behavior. It empirically explores user experience and …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

This paper explores the influence of digital technologies on the consumer decision-making
in retail sector with two online survey-based studies. Study 1 identifies unique attributes of …