Augmented reality (AR) is a potentially disruptive technology that enriches the consumer
experience and transforms marketing. With the surging popularity of AR in marketing …

The use of mobile devices continues to change the in‐store shop** experience and
constantly increases curiosity among academics and retailers. However, in spite of the …

Purpose Drawing on embodied cognition theory, this study examined the impact of midair,
gesture-based somatosensory augmented reality (AR) experience on consumer delight and …

Over the last decade, digital marketing and technology have gradually penetrated the food
and beverage industry, redefining its marketing mix. However, the urgency caused by the …

Purpose Retail marketers use brand communities (BCs) on social media (SM) to create
digital engagement and reach new customers. However, this marketing form needs …

Purpose The purpose of this paper is to classify live chat service users in the banking
industry and provide relevant descriptive information on each group to be able to suggest …

Purpose Location-based mobile games, like Pokémon GO, have been tremendously
prevalent in recent years. Marketing professionals have considered this type of game as a …

In response to a call for new conceptualizations of the self that avoid mind/body dualisms,
recent research has introduced more flexible and fluid theorizations of personhood. This …

Interactive marketing has greatly benefited from advances in immersive technologies, like
virtual reality, as they provide consumers with marketing experiences that transcend the …

The ubiquitous nature of mobile internet devices (ie, smartphones and tablet computers) has
led to an increase of their use within the retail environment as a shop** assistive …