Journal of Research in Interactive Marketing: Volume 12 Issue 4

Home sweet virtual home: The use of virtual and augmented reality technologies in high involvement purchase decisions

Debika Sihi

Digital technologies have made it possible for organizations to enhance service delivery and provide consumers a way to experience a product or service before even seeing it in…

Consumer acceptance of smart speakers: a mixed methods approach

Pascal Kowalczuk

Voice-activated smart speakers such as Amazon Echo and Google Home were recently developed and are gaining popularity. Understanding and theorizing the underlying mechanisms that…

Digital banking, customer experience and financial performance: UK bank managers’ perceptions

Cajetan Ikechukwu Mbama, Patrick Ezepue, Lyuba Alboul, Martin Beer

This study aims to examine managers’ perceptions of digital banking’s (DB) effect on customer experience and banks’ financial performance.

Identification of barriers to co-create on-line: the perspectives of customers and companies

Maryna Chepurna, Josep Rialp Criado

Value co-creation is an important topic of interest in marketing domain for the past decade. Co-creation via the internet has received a particular attention in the literature…

Virtual reality: a new channel in sport consumption

Ania Izabela Rynarzewska

The purpose of this study is to determine which factors affect virtual reality (VR) adoption by sports fans. Second, this paper seeks to evaluate consumer expectations of…

Measuring the content characteristics of videos featuring augmented reality advertising campaigns

Yang Feng, Quan Xie

Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction…

Making omnichannel an augmented reality: the current and future state of the art

Tim Hilken, Jonas Heller, Mathew Chylinski, Debbie Isobel Keeling, Dominik Mahr, Ko de Ruyter

This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual…