Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy service augmentation to enhance customers' online experiences. Drawing on situated cognition theory, authors show that AR-based enhances customer value perceptions simultaneously providing simulated physical control and environmental embedding. The resulting authentic experience, manifested in feeling spatial presence, functions as mediator also predicts decision comfort. Furthermore,...

Purpose This paper aims to explore the current and future roles of augmented reality (AR) as an enabler omnichannel experiences across customer journey. To advance conceptual understanding managerial exploitation AR, synthesise research, illustrating how a variety applications merge online offline experiences, provides research agenda help state art in AR. Design/methodology/approach Drawing on situated cognition theorising guiding framework, reviews previously published currently deployed...

Recent advances in Augmented Reality (AR) technologies have led to a growing interest their application for marketing strategy and practice – what we term Marketing (ARM). However, despite emerging publications on the subject, managers academics struggle articulate how ARM delivers experiences that are valuable customers way is different from other approaches. In this article, review literature, define as customer-facing interface of digital physical settings. Rooted class ‘situated...

Across various customer experiences, Augmented Reality (AR) is emerging as a strategic experience design tool. This study contributes to an body of research on the use AR in early stages customers' purchase journeys. Extending previous research, we propose that enables unique form creativity distinct from prior conceptualizations through its association with engagement. Specifically, sequential process creative engagement, which AR-enabled stems heightened engagement and, turn, offers source...

The metaverse has been heralded as a next frontier for fueling strategic business opportunities. At the same time, recent months have witnessed explosive volatility in market potential of proposed offerings. As result, businesses are struggling to set meaningful course through an uncharted and rapidly changing landscape. We argue that success developing scaling vibrant new ecosystem is largely dependent on understanding it unified immersive reality where physical synthetic customer...

Abstract Despite the promise of augmented reality (AR) and virtual (VR) to help experiential retailers align online offline experiences, guidance on choosing or combining these technologies is lacking. In three experiments, we address this research gap by investigating individual combined impact AR VR key marketing objectives. First, establish that more effective in stimulating purchase intentions than VR, due its ability support customers fluent product‐focused mental imagery. Second,...

Firms increasingly seek to improve the online shopping experience by enabling customers exchange product recommendations through social augmented reality (AR). We utilize socially situated cognition theory and conduct a series of five studies explore how AR supports shared decision making in recommender–decision maker dyads. demonstrate that optimal configurations AR, is, static (vs. dynamic) point-of-view sharing format matched with an image-enhanced text-only) communicative act, increase...

The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views a physical service setting, using mobile and wearable computing, drives the automation services. In particular, it promises achieve tangibility even in encounters delivered formats. However, customer engagement with AR is falling short expectations. Managers lack an integrated framework therefore tend focus on technology rather than process automation. To address this problem, current...

Abstract Reality‐enhancing technologies such as augmented reality and virtual are rapidly becoming a part of everyday life. Seizing this moment, we set out research agenda for studying the psychological mechanisms underpinning consumer experiences with these new technologies, structured around four application areas: (1) delivering innovative offerings, (2) supporting sustainability well‐being interventions, (3) balancing value cocreation privacy concerns, (4) achieving modes means impact....

Augmented reality smart glasses (ARSGs) promise to enhance consumer experiences and decision-making when deployed as in-store retail technologies. However, research date has not studied use cases; instead, it focused primarily on consumers' potential adoption of these devices for everyday use. Nor have prior studies compared ARSG uses with the now-common AR touchscreen devices. The current addresses knowledge gaps by examining whether ARSGs outperform in context experiences. Testing an...

This paper examines the use of Augmented Reality Smart Glasses (ARSGs) in order-picking tasks warehouses and explores their impact on workers' well-being. While previous research has primarily focused performance advantages ARSGs, this study provides a new perspective by investigating human factor perceptions worker well-being two empirical studies. The results corroborate findings that ARSGs enhance efficiency improving speed reducing error rates. Additionally, reveal using directly...

This position article on augmented reality (AR) advertising offers a conceptual framework of recent scholarship the intersection between AR technologies, advertising, and marketing metrics. The identifies theory-based building blocks for this domain alongside relevant examples. It proposes case contextualization content through technology. Finally, an agenda future research in is specified, incorporating multiple perspectives empirical directions.

The field of augmented reality (AR) and human behavior emerged when Azuma et al. (2001) refined the term in 2001. Research on topic has grown steadily past decade, yet there is a notable lack consensus humans' motivations outcomes interacting with AR. present research takes bibliographic approach to shed light current AR human-computer interaction and, using modeling, identify classify topics that have drawn researchers' interest. results reveal three major interest researchers, namely...

We investigate the impact of immersive experiences on sommeliers' learning in wine industry, specifically examining role immersion and social presence. With growing prevalence digitally enhanced experiences, such as virtual reality (VR), understanding effects presence outcomes becomes crucial. Drawing upon research technologies like VR headsets cave automatic environments (CAVEs), study explores their potential creating tasting for sommelier learning. It addresses limited training. An...

Purpose The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and organizations that extends beyond current state-of-the-art approaches based on augmented (AR) virtual (VR) technologies. Design/methodology/approach first take stock of research reality-enhanced with AR VR, then complement these insights emerging neuroscientific to conceptualize how NeR enables innovative forms communication. On this...

Abstract Recent advancements in artificial intelligence (AI) have ushered a wave of AI innovations the form embodied conversational agents. These stakeholders offer new ways to engage customers co‐creation services but still face significant customer skepticism. To address this challenge, we frame interactions between and agents through lens stakeholder engagement apply concept proxy agency from social cognitive theory. This framework allows us identify two primary roles for agents: partner...

Abstract The “imagination gap” is experienced by customers when they struggle to envision product benefits or service outcomes. It continues be a significant challenge across industries. This gap often leads delayed abandoned purchases, resulting in substantial revenue losses for companies. Businesses are increasingly turning extended reality technologies such as augmented (AR) and virtual (VR) address this issue. AR projects digital content into physical environments, allowing visualize...