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Augmented reality experiences: Consumer‐centered augmented reality framework and research agenda

https://doi.org/10.1002/mar.22143
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Outgoing claims: the papers this work cites, builds on, or argues with.

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The virtue-value spectrum: Managing ethical and pragmatic tensions in virtual reality retail for consumer wellbeing
inferred← citeshttps://doi.org/10.1016/j.jbusres.2026.116364openalex-snapshot
Stimulating older customers’ digital self-efficacy: A strengths-based approach to reduce digital vulnerability in augmented reality
inferred← citeshttps://doi.org/10.1016/j.jbusres.2026.116366openalex-snapshot
A multi-study on immersive technology and consumer wellbeing: role of openness to experience in tourism industry
inferred← citeshttps://doi.org/10.1016/j.jbusres.2026.116432openalex-snapshot
Exploring the impact of virtual reality on voluntourism engagement and well-being
inferred← citeshttps://doi.org/10.1016/j.joitmc.2026.100882openalex-snapshot
Augmented innovation for a digital generation: Gen Z's adoption of AR in India's e-commerce market
inferred← citeshttps://doi.org/10.1016/j.jretconser.2025.104254openalex-snapshot
Chatbots at the frontline: Unveiling antecedents of customers’ willingness to accept chatbot intervention in service recovery
inferred← citeshttps://doi.org/10.1016/j.jretconser.2025.104693openalex-snapshot
When reality meets intelligence: Integrating ARIx attributes with spatial immersion, self-brand connection, and aesthetic experience to influence retail brand equity
inferred← citeshttps://doi.org/10.1016/j.jretconser.2026.105145openalex-snapshot
Beyond sales: Seller explanation, product availability, and returns in livestream commerce
inferred← citeshttps://doi.org/10.1016/j.techfore.2025.124521openalex-snapshot
The impact of creativity in social AR filters on brand awareness, image, and behavioral intentions: The role of intrusiveness and Ad recognition
inferred← citeshttps://doi.org/10.1057/s41270-025-00396-5openalex-snapshot
Εstablishing relationships between brands and customers via strategic social media chatbots for telecom goods and services
inferred← citeshttps://doi.org/10.1080/08911762.2025.2593340openalex-snapshot
Artificial Intelligence Research in Social Media Marketing: A Review, Synthesis and Research Avenues
inferred← citeshttps://doi.org/10.1080/08911762.2026.2729246openalex-snapshot
Transferring Trust: A Structural and Configurational Analysis of the Role of Brand Trust in Augmented Reality Adoption in Eyewear Industry
inferred← citeshttps://doi.org/10.1080/10447318.2025.2556234openalex-snapshot
I am Not Shy Anymore: How User-Avatar Discrepancy Impacts Escapism, Enjoyment, and Sport Engagement in the Metaverse
inferred← citeshttps://doi.org/10.1080/15332861.2026.2738596openalex-snapshot
Virtual yet Convincing: How AR Interactivity Influences Perceived Value and Impacts Consumer Impulse Purchase Intention
inferred← citeshttps://doi.org/10.1108/ajems-02-2024-0095openalex-snapshot
Reshaping marketing through immersive technologies – an exploratory study in the Egyptian real estate sector
inferred← citeshttps://doi.org/10.1108/ejm-08-2023-0659openalex-snapshot
Meta-analysis of augmented reality and virtual reality in marketing
inferred← citeshttps://doi.org/10.1108/jsm-09-2025-0687openalex-snapshot
Augmented reality as a supplementary service in the phygital marketplace: Evidence of hedonic primacy and social influence variability
inferred← citeshttps://doi.org/10.1108/sjme-05-2024-0136openalex-snapshot
Understanding AR adoption: consumer motivations, barriers, and occupational differences
inferred← citeshttps://doi.org/10.1109/aict67988.2025.11268601openalex-snapshot
Augmented Reality in Logo Design: Towards an Interactive Brand Experience in the Digital Space
inferred← citeshttps://doi.org/10.1109/aisummit66170.2025.11411598openalex-snapshot
Neural Networks for Smart Augmented Reality Interfaces in Human-Computer Interaction
inferred← citeshttps://doi.org/10.1109/iccist67338.2025.11438809openalex-snapshot
From Book to AR: Enhancing Interactive Learning Through Augmented Reality
inferred← citeshttps://doi.org/10.1111/ijcs.70045openalex-snapshot
Toward D2A : Enhancing Luxury Fashion With Seamless and Immersive Phygital Customer Experiences
inferred← citeshttps://doi.org/10.1111/ijcs.70082openalex-snapshot
Bridging the Mental Gap: The Impact of Augmented Reality Multiproduct Presentation and Recommendation Strategy on Consumer Satisfaction
inferred← citeshttps://doi.org/10.1111/ijcs.70245openalex-snapshot
Creating Psychological Ownership Through Augmented Reality
inferred← citeshttps://doi.org/10.1111/ijcs.70266openalex-snapshot
Seeing Is Believing, Experiencing Is Deciding: How Augmented Reality Attributes Drive Confidence in Choice and Willingness to Pay
inferred← citeshttps://doi.org/10.1177/03128962261484278openalex-snapshot
From immersion to impulse: The role of augmented reality in shaping consumer engagement and purchase decisions for luxury brands
inferred← citeshttps://doi.org/10.1177/14673584251407059openalex-snapshot
Validating the AR entertainment experience scale: Impacts on destination image and tourist behaviour among young tourists
inferred← citeshttps://doi.org/10.1177/21582440261488932openalex-snapshot
The Impact of Augmented Reality on User Experience and Online Impulse Buying Intention: A Hybrid SEM-ANN Approach
inferred← citeshttps://doi.org/10.1186/s40691-026-00482-xopenalex-snapshot
From immersion to engagement: unpacking the mechanisms of augmented reality in online fashion retail
inferred← citeshttps://doi.org/10.1186/s41239-025-00554-wopenalex-snapshot
Enhancing student memorisation through teacher webcam usage and the interplay of social presence
inferred← citeshttps://doi.org/10.2139/ssrn.5374969openalex-snapshot
The Emotional and Empathic Dimension of Augmented Reality in E-Commerce: A Theoretical Framework for Purchase Intention
inferred← citeshttps://doi.org/10.21511/im.21(3).2025.08openalex-snapshot
Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinants
inferred← citeshttps://doi.org/10.3389/feduc.2026.1787753openalex-snapshot
Augmented reality for practice-oriented learning in dual education: a Kazakhstan case
inferred← citeshttps://doi.org/10.3390/a19050380openalex-snapshot
MaLCA: Point Cloud Registration with Mamba-Enhanced Features and Local Correspondence Augmentation
inferred← citeshttps://doi.org/10.3390/educsci15040414openalex-snapshot
Implementing Augmented Reality Models in the Classroom Environment Using Merge Cubes: A Quantitative Study of the Effects on Students’ Cognitive Load and Motivation
inferred← citeshttps://doi.org/10.3390/jtaer20020148openalex-snapshot
From Virtual Experience to Real Action: Efficiency–Flexibility Ambidexterity Fuels Virtual Reality Webrooming Behavior
inferred← citeshttps://doi.org/10.35379/cusosbil.1688533openalex-snapshot
EVALUATING FEMALE CONSUMERS' ONLINE SHOPPING EXPERIENCES THROUGH AUGMENTED REALITY APPLICATIONS
inferred← citeshttps://doi.org/10.4018/979-8-3373-1414-3.ch013openalex-snapshot
Ethical Implications of Artificial Intelligence (AI) and Augmented Reality (AR) in Marketing Research
inferred← citeshttps://doi.org/10.4018/979-8-3373-1509-6.ch010openalex-snapshot
Artificial Intelligence and Digital Communication
inferred← citeshttps://doi.org/10.4018/979-8-3373-3043-3.ch004openalex-snapshot
Exploring the Future of Education
inferred← citeshttps://doi.org/10.4018/979-8-3373-5916-8.ch006openalex-snapshot
Generative AI as a Digital Influencer on Visual Content Marketing
inferred← citeshttps://doi.org/10.4018/979-8-3373-6450-6.ch008openalex-snapshot
Exploring Guest Experiences With Virtual Reality in Hospitality
inferred← citeshttps://doi.org/10.4018/979-8-3373-7267-9.ch016openalex-snapshot
Harnessing Artificial Intelligence for Strategic Retail Promotions
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