Shipbuilding companies are upgrading their inner workings in order to create Shipyards 4.0,
where the principles of Industry 4.0 are paving the way to further digitalized and optimized …

Today, reaching consumers through interactive methods has become one of the primary
goals of the brands. As a result of this, smartphones have turned into tools brands can use to …

Increasingly, retailers rely on interactive technologies to improve consumers' shop**
experiences. On the one side, interactive kiosks and smart mirrors make use of dedicated …

Sport marketers have begun to adopt augmented reality (AR) in an effort to enhance the fan
experience. Hence, there is a need to investigate fan perspectives of this new marketing …

Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better
service to customers by creating augmented customer service. However, not every AR app …

The feature of combining the real world with virtual objects enables Augmented Reality (AR)
to provide a better display of information, resulting in its increasing popularity in a variety of …

As new AR supported products such as location-based AR navigation systems become
available in the consumer market, it is particularly important to understand how user …

While Augmented reality (AR) enables consumers to experience a more vivid and
entertaining shop** experience, there is limited empirical knowledge on how this …

As new advertising formats emerge, research regarding their effectiveness is called for.
Since the emergence of virtual reality (VR) technology, several brands have started …

Purpose This paper proposes a model that extends the technology acceptance model (TAM)
by identifying factors that influence consumers' acceptance of augmented reality (AR) self …