Storytelling can arouse consumers' emotions and affect purchasing behavior through
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …

Storytelling has been prevailing in the tourism industry and considered as an effective
communication tool. However, the knowledge of what and how stories connected to …

As AI increasingly permeates digital spaces, virtual influencers are operating in similar ways
as human influencers. However, given their recent introduction, the effectiveness of virtual …

Purpose This article analyzes the effects of artificial intelligence (AI) stimuli on customer
engagement as well as on value co-creation. The moderating role played by customer ability …

With the advancement of digital technology, digital storytelling is becoming more and more
widely used. However, academics have not delved deeply enough into digital storytelling in …

Purpose This study investigates augmented reality (AR) retailing and attempts to develop a
profound understanding of consumer decision-making processes in AR-enabled e-retailing …

Purpose The present study aims to propose a framework elucidating the attributes of mobile
augmented reality (AR) shop** apps (ie, spatial presence, perceived personalization and …

With the rising popularity of immersive virtual reality (iVR) technologies, retailers are
increasingly seeking innovative ways to create unique digital shop** experiences for their …

This research was conducted to measure the attitudes and perceptions of a sample group
towards works created by Generative Artificial Intelligence (AI), specifically Chat Generative …

Purpose The hospitality and tourism industry is strongly influenced by new and immersive
technologies, such as augmented reality (AR), to enhance customer experiences across a …