International Journal of Information Management Data Insights, Год журнала: 2024, Номер 4(2), С. 100302 - 100302
Опубликована: Окт. 28, 2024
Язык: Английский
Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 78, С. 103786 - 103786
Опубликована: Март 6, 2024
Язык: Английский
Процитировано
26
Psychology and Marketing, Год журнала: 2024, Номер 41(4), С. 819 - 837
Опубликована: Янв. 18, 2024
Abstract Marketers use augmented reality (AR) to place virtual brand‐related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by neural theory of language, authors theorize that branded AR content can reduce perceived physical, spatial distance between consumer brand. This subsequently drives emotional relationship form love. Two empirical studies validate this framework. Study 1 shows using an app (vs. non‐AR) increases brand, which turn love (i.e., closeness). 2 replicates finding pre‐/post‐use design. Here, high levels local presence extent consumers perceive actually being present their environment) drive closeness, leads We also find AR's power generate when is already familiar with discuss managerial implications for marketing today metaverse future might be prevalent consumers' everyday perceptions real world.
Язык: Английский
Процитировано
24
Journal of Business Research, Год журнала: 2024, Номер 176, С. 114587 - 114587
Опубликована: Фев. 25, 2024
Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is substantially shaping modern consumer behaviors altering marketing management dynamics across both industry markets. We call this evolution "eWOM 2.0", as captured Special Issue. Ten research articles advance our understanding how eWOM drives continued development digital communication B2B B2C sectors. This Issue further contributes to constantly evolving landscape practice, points future directions for investigation usage. In editorial, we first outline reasoning behind special issue, followed by summary articles, reflections on 2.0. conclude outlining opportunities that will propel field forward.
Язык: Английский
Процитировано
16
Journal of Global Marketing, Год журнала: 2025, Номер unknown, С. 1 - 25
Опубликована: Фев. 16, 2025
Язык: Английский
Процитировано
1
International Journal of Information Management, Год журнала: 2023, Номер 75, С. 102723 - 102723
Опубликована: Ноя. 2, 2023
Язык: Английский
Процитировано
30
International Journal of Information Management, Год журнала: 2023, Номер unknown, С. 102726 - 102726
Опубликована: Ноя. 1, 2023
The virtualization of cultural events in the metaverse creates opportunities to generate valuable and innovative experiences that replicate extend in-person events; but process faces associated challenges. In absence relevant empirical studies, aim this article is analyze positive negative aspects user experience a event held metaverse. A mixed-methods approach employed test proposed hypotheses. results from three focus groups demonstrated difficulty users face focusing their attention on main elements metaverse, inability virtual sphere convey authenticity event. Based these findings, metaverse-focused quantitative study was conducted examine whether perceived gamification mitigate effects failing pay experiences. When increased levels, ability imagine real perceptions increased, which produced behavioral intentions. This one first studies empirically tourist metaverse; managers policymakers can benefit hold events.
Язык: Английский
Процитировано
29
Journal of Consumer Behaviour, Год журнала: 2024, Номер 23(5), С. 2501 - 2552
Опубликована: Май 14, 2024
Abstract The promise of the metaverse as a collective, virtual, and shared social space is revolutionizing digital retail. This study provides groundbreaking insights into customer experience in immersive environments, well how these experiences on platforms influence customers' real‐world consumption behaviors. Drawing upon data from platform users US, this identifies specific antecedents positive platforms, including role presence trialability. Further, it demonstrates potential for purchase spillovers to traditional retail channels, extending omnichannel literature. In addition, examines early‐stage versus long‐term shape users' intentions revisit platforms. Based our results, we offer comprehensive model behaviors, which may be used predict enhance across channels. Our results also demonstrate that not merely parallel channel but instead an influential extension consumption. From managerial perspective, operators brand managers engaging can developed support growth, targeted strategies translate gain both customer. findings suggest must deliver at very high level prevent stagnation usage intentions; therefore, confidently continue investing relevant fuel growth.
Язык: Английский
Процитировано
11
Technological Forecasting and Social Change, Год журнала: 2024, Номер 203, С. 123402 - 123402
Опубликована: Апрель 15, 2024
Язык: Английский
Процитировано
9
Psychology and Marketing, Год журнала: 2024, Номер 41(7), С. 1514 - 1529
Опубликована: Март 13, 2024
Abstract This study develops and validates a scale for gauging consumer involvement in storytelling (to create memorable emotionally resonant experiences) hospitality marketing through four phases: qualitative inquiry, construct definition, item refinement, nomological validation. Validation involves 24 in‐depth video interviews consecutive online surveys. The scale, with dimensions—contextual cues, emotional engagement, mental cognition, immersive experience—comprising 14 items, precisely measures involvement. integrates narrative transportation theory the elaboration likelihood model to enhance understanding of engagement fundamental human cognitive processes. validated offers valuable tool marketers assess strategically leverage evoke emotions, foster brand loyalty, judge campaign effectiveness. In diverse contexts that elicit resonate individuals, experiences, demonstrates remarkable adaptability. Ultimately, it can help craft compelling narratives, perception, strengthen relationships, thereby contributing connections, optimizing strategies, enhancing
Язык: Английский
Процитировано
6
Journal of Computer Information Systems, Год журнала: 2024, Номер unknown, С. 1 - 20
Опубликована: Окт. 22, 2024
The advent of metaverse technology has impacted the retail sector, shaping e-commerce platforms into a new form metaverse-based online shopping environments. experience is to shoppers, making it crucial comprehend consumer reactions this in context retail. This study explores intention and potential use for using UTAUT2 model context-specific antecedents. Using structured questionnaire, data from 1340 consumers were collected analyzed through PLS-SEM. findings indicated that factors such as performance expectancy, effort social influence, hedonic motivation, facilitating conditions influence metaverse. metaverse-related antecedents, namely, sense immersion imagination, have positive whereas technological anxiety perceived security privacy concerns negative impact on It was also found influences stickiness traditional negatively moderates relationship. unique research buying behavior provides marketers, managers, designers, developers with antecedents insights. Consumer policymakers can draw insights study.
Язык: Английский
Процитировано
6