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Open Access
Article
Publication date: 13 May 2022

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

The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that…

3142

Abstract

Purpose

The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies.

Design/methodology/approach

The authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR.

Findings

AR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings.

Originality/value

The authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.

Details

Journal of Service Management, vol. 33 no. 4/5
Type: Research Article
ISSN: 1757-5818

Keywords

Open Access
Article
Publication date: 2 August 2018

Tim Hilken, Jonas Heller, Mathew Chylinski, Debbie Isobel Keeling, Dominik Mahr and 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…

24737

Abstract

Purpose

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 understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR.

Design/methodology/approach

Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey.

Findings

AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike.

Originality/value

Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 17 November 2021

Frank Mathmann and Mathew Chylinski

Emerging direct-to-consumer brands offer a single option to consumers before expanding their assortment as the business grows. This provides a counterexample to commonly held…

Abstract

Purpose

Emerging direct-to-consumer brands offer a single option to consumers before expanding their assortment as the business grows. This provides a counterexample to commonly held beliefs concerning consumers’ aversion to single options. The purpose of this paper is to study when, for whom and why offering two product options (vs a single option) is valued by consumers.

Design/methodology/approach

Across six experiments, this research investigates consumers’ locomotion orientation (a motivation for controlling progress), which affects the valuation of choice (vs single options).

Findings

Consumers’ locomotion orientation determines perceived product value for products chosen from a two-option set (vs when considering a single option) because choice offers active control, which is engaging for high-locomotion consumers. Expanding the set to six options has no such effect.

Research limitations/implications

Studies 1, 4a and 4b are set in the context of expert-selected single options, while Studies 2, 3 and 5 do not involve expert selection. However, the authors does not contrast expert vs non-expert conditions directly.

Practical implications

Managers can increase consumers’ willingness to pay by using advertisements to induce locomotion or segmenting consumers based on locomotion orientations.

Originality/value

Research suggests that consumers value choice between options, yet many emerging brands succeed with a single option. The authors reconcile this by providing insights into motivations that determine when, for whom and why choice (vs a single option) is valued.

Details

European Journal of Marketing, vol. 56 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 8 April 2019

Jake An, Liem Viet Ngo, Mathew Chylinski and Quan Tran

Despite the fact that prosocial motivation is related to word of mouth (WOM), few studies have been conducted to investigate the psychological and behavioral processes that…

Abstract

Purpose

Despite the fact that prosocial motivation is related to word of mouth (WOM), few studies have been conducted to investigate the psychological and behavioral processes that mediate the two constructs. This study aims to explore customers’ relational interactions, specifically customer-to-employee interaction (via customer participation), customer-to-customer interaction and customer-to-brand interaction (via brand commitment), as mediators of the prosocial motivation–WOM linkage. Specifically, this paper examines the serial mediation model, in which prosocial motivation increases customer participation and customer-to-customer interaction, which in turn increase brand commitment and WOM sequentially.

Design/methodology/approach

This study collected survey data from two different samples, including higher degree research education and fitness gym services (highly interactive, people-processing service contexts), and used partial least square method to analyze the multiple serial mediations.

Findings

The results of this study show two serial mediating processes through which prosocial motivation influences WOM: 1. prosocial motivation → customer participation → brand commitment → WOM; and 2. prosocial motivation → customer-to-customer interaction → brand commitment → WOM.

Practical implications

The findings provide managerial insights into how marketers can foster a more interactive service environment to encourage prosocial customers to engage in WOM more effectively.

Originality/value

This study contributes to the literature on services WOM by illustrating the behavioral and psychological processes that underlie the effect of prosocial motivation on WOM.

Details

Journal of Services Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 29 June 2023

Pragya Jayaswal and Biswajita Parida

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic…

1592

Abstract

Purpose

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.

Design/methodology/approach

This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.

Findings

The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.

Research limitations/implications

The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.

Practical implications

AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.

Originality/value

This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.

Article
Publication date: 12 February 2018

Linda D. Hollebeek

While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits…

2696

Abstract

Purpose

While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits engage with brands and their differences. The purpose of this paper is to explore CE with brands for consumers exhibiting differing cultural traits, and develop a set of research propositions for these individuals’ cognitive, emotional, behavioral, and social CE in brand interactions. These propositions, collectively, reflect consumers’ individual-level cultural CE styles – consumers’ motivationally driven disposition to think, feel, act, and relate to others in a certain manner characteristic of their specific individual cultural traits in brand interactions.

Design/methodology/approach

In this conceptual paper, literature is reviewed in the areas of CE and its conceptual relationship with Yoo et al.’s (2011) individual cultural values.

Findings

Key differences between individual-level cultural traits and consumers’ ensuing cognitive, emotional, behavioral, and social CE with brands are addressed in a set of research propositions based on Yoo et al.’s model of individual cultural values, from which the concept of individual-level cultural CE styles is developed.

Research limitations/implications

This research explores differences across individuals displaying differing cultural traits and their ensuing CE with brands, which remains underexplored to date. It also develops the concept of individual-level cultural CE styles, which reflect consumers’ characteristic cultural trait-based cognitions, emotions, behaviors, and social dynamics in engaging with particular brands.

Practical implications

The outlined managerial implications reveal that unique marketing approaches are expected to be effective for engaging consumers exhibiting different cultural traits with brands, based on their distinctive CE styles (e.g. focusing on personalized interactions/interactions that stress consumers’ similarity to and fit with salient others for individualist/collectivist consumers, respectively).

Originality/value

This paper makes two important theoretical contributions. First, by offering a conceptual analysis of consumers displaying differing cultural traits and their ensuing engagement with brands, it provides an early attempt to explore individual-level cultural CE-based differences. Second, it develops the concept of individual-level cultural CE styles, which is expected to hold important theoretical and managerial implications.

Details

International Marketing Review, vol. 35 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 11 January 2024

Asad Hassan Butt, Hassan Ahmad and Asif Muzaffar

Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented…

Abstract

Purpose

Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented reality (AR). The focus is on mobile augmented reality applications within financial institutions, which contribute to a more enjoyable and immersive customer experience. Specifically, the research highlights the utilisation of mobile augmented reality applications by a Pakistani bank and examines its influence on consumer loyalty and sustained engagement, with a particular emphasis on the AR brand experience.

Design/methodology/approach

The authors conducted a comparative study between married and unmarried consumers with sample sizes of 178 and 172, respectively. The results were analysed through structural equation modelling using SmartPLS.

Findings

The study's outcomes show that AR brand experience for the unmarried sample category is positive and higher than a married one. This is an excellent opportunity for the banking sector in Pakistan to invest more in innovative technologies.

Originality/value

The current study investigates the brand experience in the banking sector from the perspective of AR technology which contributes to the AR literature.

Article
Publication date: 4 February 2014

Deborah Roberts, Mathew Hughes and Kia Kertbo

This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities…

9108

Abstract

Purpose

This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities, whether working independently, as part of a community or directly with the firm. They offer theoretical explanations as to why this might be the case.

Design/methodology/approach

Adopting an exploratory research design, the study consists of a series of online interviews with participants in the gaming and video games industry.

Findings

Motivations appear to differ across types of co-creation efforts. Innovating independently of the firm appears to be driven by egocentric motives; innovating as part of a community appears to be driven by altruistic motives; and innovating directly in collaboration with the firm appears to be driven by opportunity- (or goal-)related motives.

Practical implications

Understanding the factors that motivate consumers to engage in co-creation activities enables firms to strategically manage their co-creation relationships and innovation processes.

Originality/value

The study shows that although motivations diverge across types of co-creation activities, a set of common motivators exist that underpin engagement regardless of the form of co-creation. However, these overarching motivators differ in how they can be successfully used towards co-creation. The study draws on theories of extrinsic and intrinsic motivation, tension-reducing, self-efficacy and expectancy theories, to explain why differences persist. This enables researchers to consider how value might be optimised across varying forms of co-creation, and build better studies into the management and performance implications of consumer value co-creation.

Details

European Journal of Marketing, vol. 48 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 28 March 2022

Lia Zarantonello and Bernd H. Schmitt

The paper focuses on extended reality technologies and their potential contribution to the improvement of services. First, it identifies extended reality technologies (AR/VR) as…

3068

Abstract

Purpose

The paper focuses on extended reality technologies and their potential contribution to the improvement of services. First, it identifies extended reality technologies (AR/VR) as the most promising interfaces to enable an experiential consumption of the services. It then summarises their properties and discusses similarities and differences. Last, it maps these technologies onto a consumer psychology framework of experience to derive possible areas of future research.

Design/methodology/approach

The authors conduct a literature review and present a conceptual framework of AR/VR contributions on experience.

Findings

The study provides an up-to-date literature review including AR and VR applications for consumer and service experience, as well as recommendations for possible research directions.

Originality/value

Whereas previous contributions adopted the same, experiential approach but focused on different technology (e.g. AI) or considered multiple interfaces and their impact on the consumer journey (mostly transactions), this paper aims at digging deeper into AR/VR, while retaining an experiential view on consumption that best serves the contextualisation of AR/VR.

Details

Journal of Service Management, vol. 34 no. 1
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 13 November 2019

Tseng-Lung Huang, Shane Mathews and Cindy Yunhsin Chou

The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an…

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Abstract

Purpose

The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an augmented reality try-on system. This study highlights three characteristics of modality, synchronous sense or ownership and re-processability within an AR try-on experiences as well as the moderating effects of consumers’ body surveillance and fashion consciousness.

Design/methodology/approach

Using a scenario survey approach, this study designs characteristics of an AR try-on system to examine the research model and the hypotheses. A total of 207 responses are collected and analysed using the SmartPLS 3 statistical software.

Findings

The results show that modality, synchronous sense of ownership control and re-processability of AR try-on system positively affect consumer’s rapport experience. Both body surveillance and fashion consciousness significantly moderate the effects of AR try-on service system characteristics on consumer rapport experience.

Research limitations/implications

This study highlights the importance of understanding the implications of the evolution of cyborg consumerism where consumer technology interface systems such as AR, as a source of technologically mediated modality, become part of the consumer’s body, an extension of their body if you will.

Practical implications

Based on the study findings, marketing managers can understand how to better use AR to implement digital promotional strategies for various body-involvement products.

Originality/value

Using immersive technologies, this study shows that AR allows a consumer see an authentic self and tangible extension of their physical self in an online shopping setting, thus enhancing a consumer’s online shopping experience.

1 – 10 of 22