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Jessen et al. (2020) publish on how AR can drive creative customer engagement in JBR

Augmented Reality Creativity Customer Engagement

Recent reports and research suggest that managers not only lack insight into how AR might engage customers and enable creative activity, but also require guidance in targeting customers that will embrace AR (Hilken et al., 2018, Heller et al. 2019), so that they can offer more satisfying customer experiences. As research on these topics is scant, our objective is to break ground on this novel topic in the AR research stream and address these knowledge gaps.

Specifically, we explore the research question of: how does AR-enabled customer creativity arise and lead to marketing-relevant outcomes in the early stages of the customer purchase journey?

In an experiment with a customer-facing AR application, we empirically demonstrate the sequential mediation of customer creativity and customer engagement. Thus, we highlight a process connecting the use of AR with customer engagement, customer creativity, and anticipated satisfaction. We also identify an important boundary condition based on a customer’s assessment orientation, suggesting a novel behavioral effect in the context of regulatory mode theory.

We are delighted to announce that in our recent paper called 'The playground effect: How augmented reality drives creative customer engagement' published in the Journal of Business Research.

The project was based on a master thesis by Alexander Jessen, who was supervised by Dr. Tim Hilken.

Check out the paper here: Link to the manuscript


Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116, 85-98.


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