Many firms use augmented reality (AR) that projects lifelike product holograms into the physical environment to assist customers in...

Picture this: students receiving real-time feedback on their presentation skills in VR. Researchers using AR to improve customer support...

Through three experiments, Tim Hilken, Mathew Chylinski , Debbie Keeling, Jonas Heller, Ko De Ruyter and Dominik Mahr investigate the...

Privacy concerns are an often cited obstacle to consumer adoption of augmented reality (AR) technology, but research has not yet...

The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views of a physical service setting,...

We invite authors to submit to our special issue "Disrupting marketing realities: The sensory, emotional and cognitive mechanisms...

Recent reports and research suggest that managers not only lack insight into how AR might engage customers and enable creative activity,...

Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and...