Investigating the Influence of Augmented Reality Marketing Application on Consumer Purchase Intentions: A Study in the E-commerce Sector
Computers in Human Behavior Reports,
Год журнала:
2025,
Номер
unknown, С. 100648 - 100648
Опубликована: Март 1, 2025
Язык: Английский
Adopting augmented reality into retailing mix strategy: Generation Z’s perspective in Egypt
Future Business Journal,
Год журнала:
2025,
Номер
11(1)
Опубликована: Фев. 3, 2025
Abstract
Augmented
reality
(AR)
is
a
great
opportunity
for
the
retail
industry
because
it
provides
companies
with
new
ways
to
communicate
customers,
promote
their
products,
and
achieve
more
sales.
The
purpose
of
this
research
gain
better
understanding
benefits
including
AR
as
part
retailers’
mix
on
customers’
behavioural
intentions,
considering
mediation
effect
customer
experience
moderation
technology
readiness.
This
has
been
conducted
among
Generation
Z
in
Egypt.
Consequently,
conceptual
model
proposing
specific
connections
between
research's
variables
developed
tested.
empirical
relied
single
cross-sectional
data
collection
design,
sample
400
respondents
using
structured
questionnaire.
Structural
equation
modelling
analysis
was
main
statistical
tool
testing
hypotheses.
findings
validate
framework,
emphasizing
that
inclusion
plays
crucial
role
influencing
intention.
overall
suggest
enhances
interaction
exerts
significant
impact
consumer
responses
by
enriching
perceived
informativeness
well
fostering
playfulness,
guaranteeing
engagement,
enjoyment,
sense
fun.
Also,
show
individuals'
readiness
comfort
play
shaping
intentions
when
interacting
applications.
From
an
academic
perspective,
highlights
issues
formulates
vital
conclusions
address
gaps
mix.
Furthermore,
from
practical
clue
online
retailers
who
are
operating
Egyptian
market
importance
indicates
Z's
use
technology.
Язык: Английский
The impact of augmented reality within the fashion industry on purchase decisions, customer engagement, and brand loyalty
International Journal of Fashion Design Technology and Education,
Год журнала:
2025,
Номер
unknown, С. 1 - 10
Опубликована: Март 6, 2025
Язык: Английский
Building good brand experience to sustain positive electronic word of mouth: the mediating effect of brand love
Management & Sustainability An Arab Review,
Год журнала:
2024,
Номер
unknown
Опубликована: Июль 23, 2024
Purpose
This
study
examined
the
role
of
brand
experience
(BE)
dimensions
(behavioural,
intellectual,
sensory
and
affective)
to
predict
electronic
word
mouth
(e-WoM)
through
mediating
effect
love
(BL)
in
Egyptian
organic
cosmetics
context.
Design/methodology/approach
In
accordance
with
non-probability
convenience
sampling
procedure
an
online
survey,
collected
312
responses
from
female
consumers
who
have
used
brands
regularly
within
past
two
years.
Findings
The
findings
revealed
that
BE
has
a
significant
direct
positive
on
BL.
also
had
e-WoM.
addition,
BL
Finally,
is
mediator
between
Practical
implications
offered
several
managerial
recommendations.
By
considering
as
tool,
cosmetics'
owners
managers
can
effectively
develop
implement
various
experiential
marketing
strategies
create
for
long-term
relationships
consumers,
which
turn
will
lead
e-WOM.
Originality/value
new
uses
Fournier’s
relationship
theory
investigate
e-WOM
context
brands.
New
insights
are
provided
e-WoM
Язык: Английский
From social media marketing to sustainable tourism development: how functionalities and destination image support sustainable tourism development
Management & Sustainability An Arab Review,
Год журнала:
2024,
Номер
unknown
Опубликована: Окт. 21, 2024
Purpose
This
study
investigates
the
influence
of
social
media
marketing
(SMM)
functionalities
on
perceived
destination
image
(DI)
and
its
dimensions,
which
in
turn
impact
residents’
support
for
sustainable
tourism
development
(SSTD).
The
also
examines
moderated
mediation
effect
residency
length
resident’s
income
indirect
relationship
between
SMM
SSTD
through
DI.
Design/methodology/approach
best
technique
found
appropriate
this
was
survey
approach.
To
gather
empirical
data,
people
who
currently
reside
Alexandria
completed
351
questionnaires
via
an
online
survey.
questionnaire
translated
into
Arabic
while
adhering
to
back-translation
guidelines.
SPSS
AMOS
software
were
used
analyze
collected
data.
Findings
It
is
that
there
a
direct
overall
DI
dimensions.
In
addition,
mediates
SSTD.
These
results
hold
valuable
insights
academicians
practitioners
industry,
potentially
informing
strategies
activities.
Originality/value
research
introduces
novel
framework
emphasizing
as
tool
enhancing
both
affective
cognitive
supporting
development.
contributes
literature
by
examining
links
emerging
countries
such
Egypt.
Язык: Английский