Context in augmented reality marketing: Does the place of use matter?

Augmented reality (AR) integrates virtual content into a consumer\u27s 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\u27 personal and cultural expectations associated with a specific location (e.g., a sofa in a living room) increase plausibility. However, such functionally appropriate contexts (counterintuitively) decrease local presence (i.e., the perception that the virtual product is “here”). Study 2 extends this model by showing that plausibility (a rational and deliberate assessment of AR content) and local presence both impact utilitarian benefits, whereas local presence has a stronger effect on perceived physical tangibility. The findings extend prior theory on the psychological mechanisms impacting judgment and presence in AR, and they provide managers with important insights regarding the influence of context on downstream variables in their AR and metaverse marketing strategies

What is XR? Towards a Framework for Augmented and Virtual Reality

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 where the X implies the unknown variable: xReality; (2) AR and VR have fundamental differences and thus should be treated as different experiences; (3) AR experiences can be described on a continuum ranging from assisted reality to mixed reality (based on the level of local presence); and (4), VR experiences can be conceptualized on a telepresence-continuum ranging from atomistic to holistic VR

Augmented Reality Smart Glasses and Knowledge Management: A Conceptual Framework for Enterprise Social Networks

Augmented Reality Smart Glasses are an emerging new wearable technology that integrates virtual information in a user’s view-field. In this article, the authors discuss the opportunities of smart glasses in the context of Enterprise Social Networks (ESN). A proposed conceptual model is developed that demonstrates the underlying mechanisms that drive smart glasses ESN adoption on a firm level. Furthermore, on the individual employee level, the authors propose the antecedents to active and passive use. The theoretical contribution is a comprehensive hierarchical model that extends prior technology acceptance and ESN research. On the managerial front, the article provides guidance to managers who aim at achieving competitive advantages by improving knowledge management through the use of new wearable Augmented Reality technologies

Smartwatches : accessory or tool? The driving force of visibility and usefulness

Although still in the early stages of diffusion, smartwatches represent the most popular type of wearable devices. Yet, little is known why some people are more likely to adopt smartwatches than others. To deepen the understanding of underlying factors prompting adoption behavior, the authors develop a theoretical model grounded in technology acceptance and social psychology literature. Empirical results reveal perceived usefulness and visibility as important factors that drive intention. The magnitude of these antecedents is influenced by an individual’s perception of viewing smartwatches as a technology and/or as a fashion accessory. Theoretical and managerial implications are discussed

Do the roles of dedication, constraint, and temptation-based mechanisms on customer loyalty vary for different length of relationship?

Achieving customer loyalty is a primary marketing goal, but cultivating loyalty and reaping its benefits remain ongoing challenges. Building on social exchange theory (SET) and the dedicationconstraint model, this study proposed a novel dedication-constraint-temptation model (DCTM) of customer loyalty by taking into account the boundary condition of relationship length. The DCTM highlights the prominent role of brand equity, switching barriers and alternative attractiveness, as well as their interplay in the formation of customer loyalty. Specifically, the DCTM underlines the important but underexplored role of alternative attractiveness as a mediator, and integrates both established and new antecedents to brand equity and switching barriers. The model was tested using data from an online survey of 331 postpaid mobile users in Malaysia. Partial least square structural equation modeling (PLS-SEM) was used to analyze the data. The results show that customer value anticipation and customer satisfaction are the key antecedents of brand equity (the dedication-based mechanism) for both shorter- and longer-term relationships. However, the effect of customizationpersonalization control only exists for longer-term relationships. In both samples, brand equity exerts a significant influence on customer loyalty, with alternative attractiveness (the temptation-based mechanism) serving as a mediator. The results also reveal that procedural switching costs are the most salient antecedent of switching barriers (the constraint-based mechanism) for both shorter- and longerterm relationships. In contrast, the effect of monetary switching costs only exists for shorter-term relationships, whereas the effect of material benefits loss only exists for longer-term relationships. In either case, the effect of social relationship loss is not significant. Switching barriers, in turn, influence customer loyalty (via alternative alternativeness) and this effect only happens in longer-term relationships. Furthermore, the results from multigroup analysis indicate a significant difference in the effect of switching barriers on alternative attractiveness between shorter- and longer-term customers. Overall, the findings show that shorter-term customers rely on brand equity, whereas longer-term customers depend more on switching barriers and less on brand equity, in forming their loyalty. Based on these findings, we outline how mangers of mobile communications companies should adapt their retention efforts to different relationship types

Augmented Reality Smart Glasses: Societal Benefits and Risks

Poster-Design ohne Abstrac

Fashion or Technology? A Fashnology Perspective on the Perception and Adoption of Augmented Reality Smart Glasses

Smart glasses are a new family of technological devices that share several characteristics with conventional eyeglasses. Yet, little is known about how individuals process them. Drawing upon categorization theories and prior research on technology acceptance, the authors conduct two empirical studies to show that (a) smart glasses are perceived as technology but vary in their degree of fashion, (b) the perception of smart glasses determines the factors that explain adoption intention, and (c) a majority of consumers process smart glasses as a combination of fashion and technology (“fashnology”), whereas a smaller number of consumers perceive them exclusively as technology or fashion, respectively

Are Wearables Good or Bad for Society? An Exploration of Societal Benefits, Risks and Consequences of Augmented Reality Smart Glasses.

Recent market research forecasts predict that a new form of wearable devices will soon influence the media landscape: Augmented Reality Smart Glasses. While prior research highlights numerous potentials in personal and professional settings of smart glasses, this technology has also triggered several controversies in public discussions, for example, the risk of violating privacy and copyright laws. Yet, little research addresses the questions of whether smart glasses are good or bad for societies, and if yes, why. This study conducts exploratory research to contribute to narrowing this gap. Based on a survey among consumers, we identify several societal benefits and risks that determine consumers’ evaluation of the anticipated and desired success of smart glasses. These findings lead to numerous important implications for consumers, scholars, managers, and policy makers

Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions

in pressThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.Peer reviewe