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1 – 10 of over 9000
Article
Publication date: 29 September 2012

Jim Hahn

The purpose of this paper is to introduce mobile augmented reality applications for library uses and next generation library services.

6231

Abstract

Purpose

The purpose of this paper is to introduce mobile augmented reality applications for library uses and next generation library services.

Design/methodology/approach

Examples are drawn from museum and archives informatics, computer science applied research, and computer vision research as well as original research and development work from the Undergraduate Library at the University of Illinois.

Findings

Mobile augmented reality uses include augmenting physical book stacks browsing, library navigation, optical character recognition, facial recognition, and building identification mobile software for compelling library experiences.

Originality/value

The paper suggests uses of mobile augmented reality applications in library settings and models a demonstration prototype interface.

Article
Publication date: 6 November 2017

Peter Fernandez

This column aims to summarize developments in augmented reality and use those developments to help explain trends that influence the likelihood of mainstream adoption.

1087

Abstract

Purpose

This column aims to summarize developments in augmented reality and use those developments to help explain trends that influence the likelihood of mainstream adoption.

Design/methodology/approach

The idea of augmented reality also drives the development of many other related technologies, including wearables, haptic technologies and many others that have been featured in this column.

Findings

Developers invest in the future based on the idea that widespread use of augmented reality is just around the corner. Yet in many ways, it still appears to be a technology eternally on the cusp of mainstream adoption.

Originality/value

In 2014, this column looked at augmented reality as an important emerging technology. Nearly three years later, some libraries continue to use it in groundbreaking ways, and it has grown by leaps and bounds.

Details

Library Hi Tech News, vol. 34 no. 9
Type: Research Article
ISSN: 0741-9058

Keywords

Article
Publication date: 5 June 2017

Timothy Hyungsoo Jung and M. Claudia tom Dieck

This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing into the visitor…

6340

Abstract

Purpose

This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing into the visitor experience at cultural heritage places.

Design/methodology/approach

This study proposes the conceptual model of value co-creation using a case-study approach by presenting some cases of a cultural heritage place in the UK.

Findings

The findings of this study suggest that the effective use of multiple technologies in the context of cultural heritage places contributes to the co-creation of value for both cultural heritage organisations and also for visitors’ pre-visit, onsite and post-visit experience. Businesses can benefit from increased spending, intention to return and positive word-of-mouth, while visitors receive a personalised, educational, memorable and interactive experience.

Practical implications

Cultural heritage places have to find new ways to survive increasingly fierce competition. Using technology and the concept of value co-creation can prove to be a valuable concept in an attempt to attract new target markets, enhance visitors’ experience, create positive word-of-mouth and revisit intentions.

Originality/value

Recently, increased importance has been placed on the co-creation of value to account for consumers' interest in playing some part in the development of services and products. This study takes a holistic approach using augmented reality, virtual reality and 3D printing from a value co-creation perspective.

Details

Journal of Place Management and Development, vol. 10 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 1 January 2008

Soha Maad, Samir Garbaya and Saida Bouakaz

Digital media technology is becoming an integral part of our daily activities, with widespread penetration in various application domains including arts, medicine, education, and…

1247

Abstract

Purpose

Digital media technology is becoming an integral part of our daily activities, with widespread penetration in various application domains including arts, medicine, education, and commerce. The purpose of this paper is to discuss the horizon of emerging digital media technologies in electronic financial trading with reference to a novel application drawing expertise from two important fields of study, namely: digital media (video and image) processing and augmented reality.

Design/methodology/approach

The paper presents an ergonomic study that considers the potential utility and usability of augmented reality (AR) in finance. In order to justify the outcome of this ergonomic study, the authors describe the technology under study (CYBERII) and its implementation in finance. This ergonomic study is based on a comparative analysis of the use of AR with a counterpart virtual reality (VR) approach used for the same application.

Findings

The comparative analysis highlights an added value in the shift from the use of VR to AR in electronic financial trading. This added value is gained from augmented realism and less constrained interaction. The paper discusses the challenges and rewards of the emerging digital media technologies in meeting the needs of electronic commerce applications, particularly in electronic financial trading. The main considerations taken into account are the realism of rendering, system portability, and widespread usability.

Originality/value

This study motivates further ergonomic studies involving the evaluation of augmented reality integration including CYBERII technology, in the field of electronic commerce.

Details

Journal of Enterprise Information Management, vol. 21 no. 1
Type: Research Article
ISSN: 1741-0398

Keywords

Article
Publication date: 2 March 2022

Mingchao Li and Liping Liu

This study was based on situated learning, by combining mobile learning and augmented reality, so that students could not only access information content in a real environment but…

Abstract

Purpose

This study was based on situated learning, by combining mobile learning and augmented reality, so that students could not only access information content in a real environment but also obtain such information via augmented reality, to support mobile learning.

Design/methodology/approach

The research included development of an augmented reality system combined with situational learning, used by students to learn about campus plants as part of the college life technology curriculum. Students took part in mobile learning, and an investigation was conducted into the computer learning behaviour of notebook users. College students were used as the experimental subjects. Data were collected using questionnaire surveys and were evaluated in order to identify the behavioural intentions of learners in outdoor learning activities.

Findings

The questionnaire survey covered environmental interactivity, system quality and textbook content. It was found that learners who used mobile learning augmented reality (MLAR) generally managed to browse all the contents of the textbook at each learning location, without spending too much time looking for information, and learners could quickly integrate this into the learning situation. Learners who used MLAR had a strong motivation to study plants at the learning site because they wanted to use the augmented reality technology to observe virtual plant models. Learners who used MLAR in their field learning liked using augmented reality for further learning, for example, using a magic wand to interact with the technology.

Originality/value

This study adopted a new approach to deliver elements of the life technology curriculum, integrating augmented reality into mobile learning. All participating students gave positive reviews of six aspects of the proposed system: their behavioural intentions, cognitive usefulness, cognitive ease of use, environmental interactivity, system quality and textbook content.

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…

1583

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: 10 November 2020

Clement Onime, James Uhomoibhi, Hui Wang and Mattia Santachiara

This paper presents a reclassification of markers for mixed reality environments that is also applicable to the use of markers in robot navigation systems and 3D modelling. In the…

Abstract

Purpose

This paper presents a reclassification of markers for mixed reality environments that is also applicable to the use of markers in robot navigation systems and 3D modelling. In the case of Augmented Reality (AR) mixed reality environments, markers are used to integrate computer generated (virtual) objects into a predominantly real world, while in Augmented Virtuality (AV) mixed reality environments, the goal is to integrate real objects into a predominantly virtual (computer generated) world. Apart from AR/AV classifications, mixed reality environments have also been classified by reality; output technology/display devices; immersiveness as well as by visibility of markers.

Design/methodology/approach

The approach adopted consists of presenting six existing classifications of mixed reality environments and then extending them to define new categories of abstract, blended, virtual augmented, active and smart markers. This is supported with results/examples taken from the joint Mixed Augmented and Virtual Reality Laboratory (MAVRLAB) of the Ulster University, Belfast, Northern Ireland; the Abdus Salam International Centre for Theoretical Physics (ICTP), Trieste, Italy and Santasco SrL, Regio Emilia/Milan, Italy.

Findings

Existing classification of markers and mixed reality environments are mainly binary in nature and do not adequately capture the contextual relationship between markers and their use and application. The reclassification of markers into abstract, blended and virtual categories captures the context for simple use and applications while the categories of augmented, active and smart markers captures the relationship for enhanced or more complex use of markers. The new classifications are capable of improving the definitions of existing simple marker and markerless mixed reality environments as well as supporting more complex features within mixed reality environments such as co-location of objects, advanced interactivity, personalised user experience.

Research limitations/implications

It is thought that applications and devices in mixed reality environments when properly developed and deployed enhances the real environment by making invisible information visible to the user. The current work only marginally covers the use of internet of things (IoT) devices in mixed reality environments as well as potential implications for robot navigation systems and 3D modelling.

Practical implications

The use of these reclassifications enables researchers, developers and users of mixed reality environments to select and make informed decisions on best tools and environment for their respective application, while conveying information with additional clarity and accuracy. The development and application of more complex markers would contribute in no small measure to attaining greater advancements in extending current knowledge and developing applications to positively impact entertainment, business and health while minimizing costs and maximizing benefits.

Originality/value

The originality of this paper lies in the approach adopted in reclassifying markers. This is supported with results and work carried out at the MAV Reality Laboratory of Ulster University, Belfast–UK, the Abdus Salam International Centre for Theoretical Physics (ICTP), Trieste-Italy and Santasco SrL, Regio Emilia, Milan–Italy. The value of present research lies in the definitions of new categories as well as the discussions of how they improve mixed reality environments and application especially in the health and education sectors.

Details

The International Journal of Information and Learning Technology, vol. 38 no. 1
Type: Research Article
ISSN: 2056-4880

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: 25 April 2022

Pooja Goel, Kala Mahadevan and Krunal K. Punjani

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…

1370

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

foresight, vol. 25 no. 2
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 25 February 2020

Maria Teresa Cuomo, Debora Tortora, Giuseppe Festa, Francesca Ceruti and Gerardino Metallo

The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR…

3431

Abstract

Purpose

The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR enhances the brand of extra-contents, both informational and sensorial, amplifies its significance toward consumers and inflects its commercial and emotional charm through new dimensions in the store. In this light, the purpose of this paper is to verify whether AR affects customer behavior toward brands in the retailing system.

Design/methodology/approach

By means of a qualitative approach, a preliminary research question linking technological settings of the store/brand and customer informational eagerness has been analyzed in a fashion retailing chain store. To frame the research question, the omni-customer segment perspective has been assumed, taking into consideration two main dimensions as follows: implementation of in-store AR settings; and affective/cognitive/functional structure of the experiential brand value.

Findings

Preliminary findings suggest that AR can create extra brand value by simplifying the decision-making process and engaging customers. In the sum four “realms” in terms of augmented brand experience can emerge and be managed by retailers.

Originality/value

Even though the contribution of AR is easily understood in selling activities from a marketing perspective, very few retail applied studies can be found to-date. The present analysis aims to narrow this gap. It also contributes to brand management, stimulating the integration of the AR dimension as an additional facet of a brand tool kit in the “project” for value co-creation.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

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