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Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored.

Guided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework.

Results reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users’ connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users’ connectedness to AR apps and their relationship performance.

By offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base.

The purpose of this study is to explore the determinants of needle stick injuries (NSIs) suffering in terms of occupational health and safety (OHS) coverage critically for health-care workers’ rights in Pakistan.

This is a qualitative study involving the designing of a questionnaire followed by the World Health Organization’s NSI prevention assessment tool and nationally published reports covering health-care workers’ OHS rights protection. A total of 17 public and private hospitals were surveyed with a two-stage sampling method. Descriptive and inferential statistics (one-way analysis of variance with multiple comparison tests) were applied and significant results were discussed (p = 0.05 & p = 0.01). The results were discussed critically in the context of the OHS rights of health-care workers.

Analysis revealed the following significant relationships: job type and safety behavior; age group of health-care workers and safety management; injection usage per day and safety behavior; past year’s needle sticks injuries cases with safety behavior and occupational exposure; work shift and work experience with safety knowledge, safety awareness and work experience with safety management. It was also found there is no specific OHS law in the country for health-care workers.

This study is limited in terms of sampling size and quantification of NSI burden among health-care workers.

Improved OHS management practices among health-care workers can control NSIs that ultimately ensure their workplace OHS rights. Health-care workers need OHS coverage in terms of awareness about potential workplace hazards and job training accordingly. Findings from extensive studies of a similar kind can give useful policy directions for workplace health management in health-care setup at the national level.

This study highlights the importance of OHS coverage for health-care workers in hospitals. It reports different determinants of NSIs suffering causing health-care worker’s rights violations at the workplace in Pakistan.