Purpose Augmented reality (AR) has received massive attention in online retail. Therefore,
the paper aims to review the state-of-the-art literature on AR in online retailing, by identifying …

Purpose The paper focuses on extended reality technologies and their potential contribution
to the improvement of services. First, it identifies extended reality technologies (AR/VR) as …

Abstract Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality
(often–misleadingly–abbreviated as XR) are commonly used terms to describe how …

Industry 4.0 technology enables luxury fashion brands in the virtual market to quantify the
value of digital items in the metaverse; thus, brands can maintain their reputations, ensure …

The contemporary market positions digital marketing as a powerful mediator between
efficient digital interaction, data interpretation opportunities, and business growth, while …

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 …

Augmented reality (AR) has been shown to improve consumers' shop** decisions and
experiences. Based on a theoretical stimulus-organism-response model and cognitive load …

The purpose of this paper is to analyse customer experience (CX) in the fintech sector.
Fintech is a dynamic and innovative field that fully benefits from advances in information and …

As technology further expands, the relationship between customers and organizations
becomes even more idiomatic, as witnessed by personalized recommendations on websites …

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as
business, marketing, tourism, gaming, human–computer interaction, and manufacturing …