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

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 …

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 …

Live-streaming shop** becomes increasingly popular recently. However, little research
explored why live-streaming shop** is so successful in continuously promoting sales and …

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

Abstract The application of Augmented Reality (AR) in business applications has seen
colossal growth in recent years with even healthier future growth expectations. To advance …

This study explores the relative advantage of augmented reality (AR) over web-based
product presentations. We develop a consumer response model and compare consumers' …

Purpose Augmented reality (AR) has received massive attention in online retail. Therefore,
the paper aims to review the state-of-the-art literature on AR in online retailing, by identifying …