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The purpose of the present study is to synthesize the extant literature on augmented reality and virtual reality in the apparel industry using bibliometric and network visualization techniques. This paper also highlights the existing gaps in the literature and sets out the future research trajectory.

This study investigated research articles in the domain of augmented and virtual reality in the apparel industry to assess global trends in research production in this area, and top contributors to research by way of authors, journals, countries and institutions. The study carried out an analysis of 239 research articles from the Scopus database during the period 1995 to 2021. The study used open-source bibliometric tools such as Biblioshiny and VOSviewer to analyze the research literature over the search period and also identify emerging research avenues.

The bibliometric analysis reveals that there is significant interest in this research domain. A total of 673 authors contributed to the 239 research articles analyzed and the number of multi-author documents exceeded those by single authors. Research in this domain is led by China with the maximum number of articles in the data set followed by the USA and France. However, the USA has received the highest number of citations. Donghua University from China is the largest contributor to research in this domain with 13 articles in the data set. The keyword co-occurrence analysis indicates that “virtual reality” has the most number of co-occurrences and linkages with other keywords. Other important keywords include “augmented reality,” “virtual try-on” and “cloth simulation.” The network visualization exercise also revealed significant collaboration between different countries in this research domain.

The gaps highlighted in this study will act as a reference point for researchers to conduct future studies in the field of augmented and virtual reality in apparel industry. Practitioners will also gain a comprehensive understanding of this research domain.

This study, to the best of the authors’ knowledge, is the first attempt to integrate the disjoint literature of augmented and virtual reality in apparel industry through a mapping of the intellectual structure of this research domain. The study also contributes by way of providing a snapshot of future research avenues in the knowledge domain of augmented and virtual reality in the apparel industry.

The purpose of this paper is to quantitatively assess the essential trends of existing research on “puffery in advertising” through bibliometric analysis.

This study uses citation data collected through Scopus and Google Scholar for the research area “puffery in advertising” to investigate the most productive journals, top countries of affiliation and prominent years with maximum citations. The study analyses the 87 articles related to “puffery in advertising,” published during 1840 to 2018. Moreover, this study also presents graphical analysis through network maps.

“Puffery in advertising” has remained an under-researched area. However, records of past ten years indicate marginal growth in the number of publications. USA dominates this research area with most numbers of articles published till date. Through clustering of subject areas, it is found that majority of articles have been published under the subject area of “Business, Management and Accounting.” Interestingly, the results of the network maps slightly differ from that of citation table.

This paper is useful for any reader or researcher who wants to understand the trends of “puffery in advertising” in terms of citation analysis, authors and affiliation countries, and prominent years with maximum citations, which would further enable them to discover emerging research areas, potential research collaborations and publications.

To the knowledge of the authors, this is the first ever bilbiometric study on “puffery in advertising” providing a bird’s-eye view of the essential trends.

The purpose of this study is to develop a framework to investigate the mediating role of attitude toward advertising for the relationship between the exogenous constructs – advertising puffery and celebrity trustworthiness, and an endogenous construct purchase intent.

This paper has proposed a conceptual model based on the previous relevant studies and conducted a survey of 223 youth respondents from India. Further, structural equation model with the help of AMOS software was used to test the relationship among the proposed constructs.

This paper has considered advertising puffery and celebrity trustworthiness as exogenous constructs, attitude toward advertising as a mediating construct and purchase intent as an endogenous construct. The results revealed that advertising puffery influenced purchase intent and attitude toward advertising inversely, whereas celebrity trustworthiness positively influenced both purchase intent and attitude toward advertising. Additionally, attitude toward advertising was found to be a significant predictor of the purchase intent. Moreover, attitude toward advertising is found to have significant partial mediation between the constructs, celebrity trustworthiness and purchase intent.

This paper is useful for the marketers of soft drinks and other low-involvement products in India to understand the perceptions of the youth toward advertising with puffery content and celebrity endorser.

This study is a unique attempt to build a framework involving a combination of advertising puffery and celebrity trustworthiness to analyze the mediating effect of attitude toward advertising on the purchase Intent.