Journal of Marketing,
Journal Year:
2021,
Volume and Issue:
86(1), P. 48 - 66
Published: Feb. 1, 2021
The
rise
of
augmented
reality
(AR)
technology
presents
marketers
with
promising
opportunities
to
engage
customers
and
transform
their
brand
experience.
Although
firms
are
keen
invest
in
AR,
research
documenting
its
tangible
impact
real-world
contexts
is
sparse.
In
this
article,
the
authors
outline
four
broad
uses
retail
settings.
They
then
focus
specifically
on
use
AR
facilitate
product
evaluation
prior
purchase
empirically
investigate
sales
online
retail.
Using
data
obtained
from
an
international
cosmetics
retailer,
they
find
that
usage
retailer’s
mobile
app
associated
higher
for
brands
less
popular,
products
narrower
appeal,
more
expensive.
addition,
effect
stronger
who
new
channel
or
category,
suggesting
increase
coming
adoption
category
expansion.
These
findings
provide
converging
evidence
most
effective
when
product-related
uncertainty
high,
demonstrating
technology’s
potential
by
reducing
instilling
confidence.
To
encourage
impactful
area,
conclude
a
agenda
marketing.
Journal of the Academy of Marketing Science,
Journal Year:
2019,
Volume and Issue:
48(1), P. 79 - 95
Published: Oct. 12, 2019
Social
media
allows
people
to
freely
interact
with
others
and
offers
multiple
ways
for
marketers
reach
engage
consumers.
Considering
the
numerous
social
affects
individuals
businesses
alike,
in
this
article,
authors
focus
on
where
they
believe
future
of
lies
when
considering
marketing-related
topics
issues.
Drawing
academic
research,
discussions
industry
leaders,
popular
discourse,
identify
nine
themes,
organized
by
predicted
imminence
(i.e.,
immediate,
near,
far
futures),
that
will
meaningfully
shape
through
three
lenses:
consumer,
industry,
public
policy.
Within
each
theme,
describe
digital
landscape,
present
discuss
their
predictions,
relevant
research
directions
academics
practitioners.
Computers in Human Behavior,
Journal Year:
2022,
Volume and Issue:
133, P. 107289 - 107289
Published: March 31, 2022
Augmented
Reality
(AR),
Virtual
(VR),
Mixed
Reality,
and
Extended
(often
–
misleadingly
abbreviated
as
XR)
are
commonly
used
terms
to
describe
how
technologies
generate
or
modify
reality.
However,
academics
professionals
have
been
inconsistent
in
their
use
of
these
terms.
This
has
led
conceptual
confusion
unclear
demarcations.
Inspired
by
prior
research
qualitative
insights
from
XR
professionals,
we
discuss
the
meaning
definitions
various
organize
them
our
proposed
framework.
As
a
result,
conclude
that
(1)
should
not
be
connote
extended
reality,
but
more
open
approach
where
X
implies
unknown
variable:
xReality;
(2)
AR
VR
fundamental
differences
thus
treated
different
experiences;
(3)
experiences
can
described
on
continuum
ranging
assisted
reality
mixed
(based
level
local
presence);
(4),
conceptualized
telepresence-continuum
atomistic
holistic
VR.
Journal of Business Research,
Journal Year:
2021,
Volume and Issue:
140, P. 439 - 458
Published: Nov. 30, 2021
Customer
engagement
(CE)
is
a
marketing
concept
that
emerged
after
the
new
millennium.
Despite
flourishing
interest
on
CE
among
academics
and
professionals,
no
review,
to
date,
has
provided
comprehensive
overview
of
past,
present,
future
trends
CE.
Instead,
past
reviews
are
often
limited
conceptual
(e.g.,
construct)
or
contextual
hospitality
tourism)
insights
derived
using
traditional
review
methods
descriptive)
with
relatively
modest
sample
tens
low
hundreds),
which
provide
understanding
field
in
its
entirety.
To
address
this
gap,
conducted
combination
bibliometric
thematic
analyses
861
articles
published
377
Scopus-indexed
journals
between
2006
2020.
As
result,
reveals
major
article,
author,
country,
journal
performance,
as
well
research,
thus,
provides
one
stop,
state-of-the-art
scholars
can
rely
position
design
research.
