Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 84, P. 104204 - 104204
Published: Dec. 17, 2024
Language: Английский
Information & Management, Journal Year: 2023, Volume and Issue: 61(2), P. 103910 - 103910
Published: Dec. 22, 2023
Augmented reality (AR) merges virtual elements with our physical context. Although there is evidence in marketing that AR may be superior to alternative formats, a lack of work explaining from the ground up why this case. Consequently, we applied means-end chain theory identify specific AR-features (e.g., contextualization, interactivity, portability) drive benefits inspiration, better decision-making, time savings, risk reduction). These contribute consumers' goal achievement self-confidence, self-expression, reduced purchase regret). A subsequent study organized these factors into practical framework (SEAD and SALES). This contributes understanding AR.
Language: Английский
Citations
42
Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 80, P. 103924 - 103924
Published: May 25, 2024
Language: Английский
Citations
12
Industrial Marketing Management, Journal Year: 2024, Volume and Issue: 119, P. 193 - 205
Published: May 1, 2024
Augmented reality (AR) and virtual (VR) are promising approaches that B2B companies consider to be part of their customer experience management. However, this area is largely unexplored academically, resulting in a lack theory practical guidance. Based on existing AR/ VR literature, we anticipate these technologies can expand touchpoints the journey, enhancing experiences professionals involved purchasing activities by providing them with empowerment support. Consequently, applied exploratory, theory-building research identify organize current industry practices into coherent framework theorize role shaping experiences. For example, marketing use cases include project product visualization, event-based engagement, remote support, employee training, particularly employed early stages journey. We also identified several benefits related branding, relationships, transactions, costs, sustainability. The theoretical contribution our study extends understanding AR It provides insights for strategic deployment enhance based real-world examples.
Language: Английский
Citations
10
Transportation Research Part E Logistics and Transportation Review, Journal Year: 2025, Volume and Issue: 194, P. 103953 - 103953
Published: Jan. 7, 2025
Language: Английский
Citations
1
Journal of Travel & Tourism Marketing, Journal Year: 2024, Volume and Issue: 41(7), P. 988 - 1004
Published: July 1, 2024
Citations
8
Technological Forecasting and Social Change, Journal Year: 2024, Volume and Issue: 207, P. 123605 - 123605
Published: July 24, 2024
The Metaverse is a rapidly developing technology that has attracted interest from various companies. Experts predict exponential growth in profits the market coming years. However, early stages of innovation often bring uncertain and speculative impressions, making its direction, timing, future unclear. viability as either an fails or next technological revolution questionable own right. Academically, generated across disciplines, including psychology, marketing, legal studies. aim this study to systematically consolidate growing literature understand intricate dynamics consumer behavior marketing practices evolving sphere. To achieve this, comprehensive bibliometric analysis was carried considering 284 contributions Web Science on business, management, communication using quantitative tools such VOSviewer SciMAT. provides insight into pioneering contributions, prominent authors, central themes, emerging research challenges related Metaverse. results contribute towards better understanding Metaverse, enabling well-informed decisions for efficient strategies advancements ever-evolving realm both practitioners researchers.
Language: Английский
Citations
7
Psychology and Marketing, Journal Year: 2024, Volume and Issue: 41(12), P. 2965 - 2976
Published: Aug. 6, 2024
Abstract Generative artificial intelligence technologies are transforming brand‐customer interactions by offering highly personalized and dynamic virtual experiences. This underscores the importance of studying their significant impact on customer experiences in Metaverse. Accordingly, study aims to explore how users' attachment Metaverse relates underlying psychological drivers engagement with brands using generative AI digital realm. A mixed‐method approach was adopted, beginning an exploratory that involved in‐depth interviews 24 participants gain initial understanding consumers' behavioral reactions An empirical then conducted, surveying 407 UK‐based users worlds who interacted these platforms. The goal understand need for uniqueness influences self‐identity expression examine factors affected places. research highlights nuanced relationship between pursuit integration brand narratives into one's identity particularly when supported personalized, adaptive technologies.
Language: Английский
Citations
7
Journal of Consumer Behaviour, Journal Year: 2024, Volume and Issue: 23(6), P. 2826 - 2845
Published: July 13, 2024
Abstract Consumers find it increasingly compelling to immerse themselves in the metaverse, a trend that will likely continue. Although metaverse has retailing potential, understanding empirically its effects on consumer behavior is still underexplored. Our study investigating interactions this hyper‐connected shopping environment uses scenario‐based data from 262 consumers and multimethod quantitative approach examine integrative behavioral model, revealing perceptions of affordances, their impact self‐efficacy, role trust, immersion, flow experiences participation platforms. Perceived enjoyment emerges as critical driver participation. This provides convincing empirical evidence drivers specific experiences, going beyond current context, mainly at conceptual level. The findings provide actionable insights for practitioners enhance engagement.
Language: Английский
Citations
4
Cogent Business & Management, Journal Year: 2025, Volume and Issue: 12(1)
Published: Jan. 21, 2025
Language: Английский
Citations
0
Journal of Services Marketing, Journal Year: 2025, Volume and Issue: unknown
Published: Feb. 3, 2025
Purpose Although businesses increasingly use augmented reality (AR) to enhance service experiences, the way AR marketing inspires consumers remains underexplored. Drawing on consumer inspiration literature, authors examine how activities such as entertainment, interaction, trendiness and customization inspiration. In addition, explore role of empowerment skepticism key underlying mechanisms between value co-creation (VCC) or co-destruction (VCD) intentions. Design/methodology/approach The study used a mixed method, explanatory sequential design gain more comprehensive understanding their proposed theoretical framework. quantitative survey involved 344 app users, followed by qualitative open-ended essay with 34 users. Findings Results suggest that positively influence inspiration, which in turn increases reduces skepticism. also found leads VCC, while VCD. These findings provide valuable insights for practitioners seeking implement effectively inspire consumers, foster creation manage destruction. Practical implications highlights factor motivating co-create value, transcending typical experiences limitations. Empowered feeling inspired, are inclined contribute fostering trust provider. serves not just sales channel, but tool relationship-building brand retention. Managers should leverage elicit feelings trendiness, inspiring value. Originality/value This significantly contributes growing body literature marketing. It emphasizes need consider external (i.e. marketing-induced) stimuli sources consequences through AR.
Language: Английский
Citations
0