The Metaverse has the potential to form the next pervasive computing archetype that can
transform many aspects of work and life at a societal level. Despite the many forecasted …

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 …

Since the launch of Pokémon Go, augmented reality (AR) has been one of the main
research areas within new technologies. Integrating digital elements into the physical world …

The virtualization of cultural events in the metaverse creates opportunities to generate
valuable and innovative experiences that replicate and extend in-person events; but the …

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

Recent technological advancements, notably in augmented reality (AR), have disrupted the
marketing landscape, arousing interest in immersive experiences for consumers. In …

Augmented reality (AR) merges virtual elements with our physical context. Although there is
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …

The Metaverse is a rapidly develo** technology that has attracted interest from various
companies. Experts predict exponential growth in profits from the Metaverse market in the …

Augmented reality (AR) enables consumers to project product holograms into their
surrounding real‐world context in real time using their mobile devices. Although AR may …

Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …