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 …

The metaverse has the potential to extend the physical world using augmented and virtual
reality technologies allowing users to seamlessly interact within real and simulated …

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

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 …

Customer engagement (CE) is a marketing concept that emerged after the new millennium.
Despite flourishing interest on CE among marketing academics and professionals, no …

The metaverse connects the physical and digital worlds to improve the consumer
experience, but little is known about how consumers respond to branded virtual worlds in …

Using the social psychology theory of elaboration likelihood model (ELM), we present a
conceptual model of persuading consumer attitudes through virtual and augmented reality …

Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth
of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid …

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

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 …