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Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch
Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch
Marketing Faculty Publications and Presentations
Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …
Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch
Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch
Marketing Faculty Publications and Presentations
Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …
Metaverse Marketing: How The Metaverse Will Shape The Future Of Consumer Research And Practice, Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Reto Felix
Metaverse Marketing: How The Metaverse Will Shape The Future Of Consumer Research And Practice, Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Reto Felix
Marketing Faculty Publications and Presentations
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐ focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose …
Metaverse Beyond The Hype: Multidisciplinary Perspectives On Emerging Challenges, Opportunities, And Agenda For Research, Practice And Policy, Yogesh K. Dwivedi, Laurie Hughes, Abdullah M. Baabdullah, Samuel Ribeiro-Navarrete, Mihalis Giannakis, Mutaz M. Al-Debei, Denis Dennehy, Bhimaraya Metri, Dimitrios Buhalis, Reto Felix
Metaverse Beyond The Hype: Multidisciplinary Perspectives On Emerging Challenges, Opportunities, And Agenda For Research, Practice And Policy, Yogesh K. Dwivedi, Laurie Hughes, Abdullah M. Baabdullah, Samuel Ribeiro-Navarrete, Mihalis Giannakis, Mutaz M. Al-Debei, Denis Dennehy, Bhimaraya Metri, Dimitrios Buhalis, Reto Felix
Marketing Faculty Publications and Presentations
The metaverse has the potential to extend the physical world using augmented and virtual reality technologies allowing users to seamlessly interact within real and simulated environments using avatars and holograms. Virtual environments and immersive games (such as, Second Life, Fortnite, Roblox and VRChat) have been described as antecedents of the metaverse and offer some insight to the potential socio-economic impact of a fully functional persistent cross platform metaverse. Separating the hype and “meta…” rebranding from current reality is difficult, as “big tech” paints a picture of the transformative nature of the metaverse and how it will positively …
What Is Xr? Towards A Framework For Augmented And Virtual Reality, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch, Hamza Shahab, Florian Alt
What Is Xr? Towards A Framework For Augmented And Virtual Reality, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch, Hamza Shahab, Florian Alt
Marketing Faculty Publications and Presentations
Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality (often – misleadingly – abbreviated as XR) are commonly used terms to describe how technologies generate or modify reality. However, academics and professionals have been inconsistent in their use of these terms. This has led to conceptual confusion and unclear demarcations. Inspired by prior research and qualitative insights from XR professionals, we discuss the meaning and definitions of various terms and organize them in our proposed framework. As a result, we conclude that (1) XR should not be used to connote extended reality, but as a more open approach …