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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.

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.

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.

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

Despite the significance of the construction industry to the nation's economic growth, there is empirical evidence that the sector is lagging behind other industries in terms of productivity growth. The need for improvements inspired the industry's stakeholders to consider using emerging technologies that support the enhancement. This research aims to report augmented reality applications essential for contractors' productivity improvement.

This study systematically reviewed academic journals. The selection of journal articles entailed searching Scopus and Web of Science databases. Relevant articles for reviews were identified and screened. Content analysis was used to classify key applications into six categories. The research results were limited to journal articles published between 2010 and 2021.

Augmented reality can improve construction productivity through its applications in assembly, training and education, monitoring and controlling, interdisciplinary function, health and safety and design information.

The research provides a direction for contractors on key augmented reality applications they can leverage to improve their organisations' productivity.

The purpose of this study is to consolidate the fragmented research on augmented reality (AR) as a marketing tool and provide a comprehensive understanding of its possible marketing applications.

The study conducted a systematic review and bibliometric analysis of 103 papers on AR-marketing to identify the most prevalent topics and conceptual frameworks. Performance analysis and science mapping were utilized to examine the key marketing domains influenced by AR.

The analysis revealed that AR has had the biggest impact on marketing domains such as consumer acceptability, customer interactivity, retail, and destination marketing.

The results of this study provide organizations with insights into the current state of AR-marketing, enabling them to successfully use AR to improve their marketing strategies. Furthermore, the study highlights potential areas for further research and development in AR for marketing.

This research offers a valuable, comprehensive overview of AR’s role in marketing by systematically reviewing and analyzing the existing literature. The findings open doors for organizations and researchers to explore AR’s potential applications in marketing strategies and future research opportunities.

It is well known in the mining industry that the increase in failures and breakdowns is due mainly to a poor maintenance policy for the equipment, in addition to the difficult access that specialized personnel have to combat the breakdown, which translates into more machine downtime. For this reason, this study aims to propose a remote assistance model for diagnosing and repairing critical breakdowns in mining industry trucks using augmented reality techniques and data analytics with a quality approach that considerably reduces response times, thus optimizing human resources.

In this work, the six-phase CRIPS-DM methodology is used. Initially, the problem of fault diagnosis in trucks used in the extraction of material in the mining industry is addressed. The authors then propose a model under study that seeks a real-time connection between a service technician attending the truck at the mine site and a specialist located at a remote location, considering the data transmission requirements and the machine's characterization.

It is considered that the theoretical results obtained in the development of this study are satisfactory from the business point of view since, in the first instance, it fulfills specific objectives related to the telecare process. On the other hand, from the data mining point of view, the results manage to comply with the theoretical aspects of the establishment of failure prediction models through the application of the CRISP-DM methodology. All of the above opens the possibility of developing prediction models through machine learning and establishing the best model for the objective of failure prediction.

The original contribution of this work is the proposal of the design of a remote assistance model for diagnosing and repairing critical failures in the mining industry, considering augmented reality and data analytics. Furthermore, the integration of remote assistance, the characterization of the CAEX, their maintenance information and the failure prediction models allow the establishment of a quality-based model since the database with which the learning machine will work is constantly updated.

This study aims to determine the extent of virtual reality (VR)/augmented reality (AR) adoption in university libraries in Indonesia and identify librarians’ views of library readiness. The assessment centers on two crucial dimensions: library readiness, gauged by commitment and efficacy, and librarian readiness, appraised through cognitive and affective aspects.

The research features a survey-based quantitative method. A sample of 259 librarians from university libraries, all members of the Indonesian Higher Education Library Forum, responded to the online survey.

Indonesian university libraries, especially in Central Java, express strong interest in VR/AR despite low current adoption. Librarians believe in their commitment and efficacy for adoption, with improvements needed in budget procurement and human resources. Librarians are optimistic about innovating academic activities with VR/AR, despite concerns about collaboration, data governance and human resource insecurity. The research underscores the simultaneous influence of librarians’ and libraries’ readiness on VR/AR adoption, emphasizing their interconnectedness and mutual support within library management.

There are practical implications for library institutions in Indonesia in terms of understanding the attendant opportunities and challenges when preparing organizational ecosystems. These findings provide a broad overview of VR/AR adoption in university libraries in Indonesia and contribute to understanding the specific needs and interests of universities in Indonesia considering adopting VR/AR. In addition to preparing adequate infrastructure, libraries should ensure the availability of adequate human resources.

In the Indonesian context, this study, to the best of the authors’ knowledge, makes the first attempt to examine the librarian’s view as part of library management to face the dilemmas that may arise during the adoption of VR/AR despite university libraries’ commitment and efficacy to enable this technology. This research also identifies librarians’ cognitive and affective readiness as individual characteristics and resources able to influence adequate adoption.

At present, teaching methods based on 2D drawings are still commonly used for educating students on the location of steel reinforcement bars in concrete. However, traditional teaching methods have limitations as students can find it difficult to understand 2D drawings. This study aims to develop an interactive and collaborative augmented reality environment (ICARE) using augmented reality (AR) technology to improve students' engagement in learning.

This study develops an ICARE prototype, which is organized into two stages: (1) The augmented teaching environment comprising of models and interactive components; (2) The AR collaborative application which uses Photon Unity Networking (PUN) plugin and Azure spatial anchors cloud service. The AR-based teaching environment runs with Universal Windows Platform (UWP) to enable development in the HoloLens 2 through Microsoft Visual Studio.

An experimental study was conducted, where 60 students were divided into three groups employing Drawings-based, building information modeling (BIM)-based and AR-based methods for teaching. After the test, the three groups of students were requested to complete a questionnaire. According to the analysis of the experimental results, the ICARE can improve students' comprehension, memory of learned materials and their ability to read and understand steel reinforcement drawings improving the quality of teaching, especially interactivity and engagement.

As illustrated in the experiments, the developed ICARE has outstanding performance over conventional approaches in civil engineering courses that can improve students' comprehension and memory of knowledge and their ability to read and understand steel bar drawings. This study provides empirical evidence that AR is a promising technology that can be integrated with traditional classroom instruction and can improve students' comprehension and memory of knowledge and their ability to read and understand steel bar drawings.

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.

This study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.

Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.

This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.

The study aims to identify the key advantages/enablers and disadvantages/barriers of augmented reality (AR) implementation in education through existing reviews. It also examines whether these factors differ across educational domains.

This study conducted a systematic review of reviews to synthesize evidence on the barriers and enablers influencing AR adoption in education. Searches were performed across five databases, with 27 reviews meeting the inclusion criteria. Data extraction and quality assessment were completed. Content analysis was conducted using the AR adoption factor model and consolidated framework for implementation research.

The findings reveal several enablers such as pedagogical benefits, skill development and engagement. Equally, multiple barriers were identified, including high costs, technical issues, curriculum design challenges and negative attitudes. Interestingly, duality emerged, whereby some factors served as both barriers and enablers depending on the educational context.

This review contributes a novel synthesis of the complex individual, organizational and technological factors influencing AR adoption in education across diverse domains. The identification of duality factors provides nuanced understanding of the multifaceted dynamics shaping AR integration over time. The findings can assist educators in tailoring context-sensitive AR implementation strategies to maximize benefits and minimize drawbacks. Further research should explore duality factors and their interrelationships in AR adoption.

With its potential to significantly improve the tourism sector, augmented reality (AR), an emerging technology, is a growing force in the field. It has attracted significant academic attention and expanded publishing options over the past 20 years. However, so far, no review has provided a comprehensive overview of AR-related research in tourism. This work uses the VOS Viewer and Bibliometrix R-package software to present a bibliometric review of the scientific literature in the area of AR-related tourism research in order to fill this gap.

The theme of AR in tourism was searched in the Scopus database. The original search yielded 327 papers in total, which were then filtered based on the parameters. A total of 190 relevant documents were generated by the refining process. For the publications pertaining to AR in tourism, the most cited papers, prominent authors, productive journals and countries, co-authorship among countries, trending topics, thematic map, co-occurrence analysis of keywords and bibliographic coupling of documents were all looked into.

This report shows a recent rise in research on AR in the tourism industry. The top 10 studies in the topic had a combined total of 1749 citations, while the authors found three papers with more than 200 Scopus citations. Till the date of extraction, 555 writers have contributed to the field of AR in tourism, with Tom Dieck M.C., Chung N. and Jung T. receiving the most citations. According to co-authorship analysis, the UK collaborates with other countries the most. Thematic map has thrown insight into the niche themes and emerging themes in the field. Coupling analysis has revealed four major research streams in the field of AR in tourism.

This study can be considered as a first study to utilize a bibliometric method to address this research gap, identifying the top documents, journals and, most importantly, the future research areas identified through the thematic map analysis of keywords and bibliographic coupling.

Historical growth within this discipline was made clear by an in-depth analysis of the studied themes in this area. Hence, the discovery of relatively new subjects offers scholars the chance to plan their research in this area and thereby enhance the literature. The study is also beneficial for practitioners in the tourism industry.

This work examined previously published publications on AR in tourism using a bibliometric analytic technique. Additionally, it contributes to the current knowledge accumulation in learning about the applicability of AR in tourism and enlightens tourism scholars on the structure of the field.

The ability of a business to outperform its rivals is known as its competitive edge, and it presents special difficulties in the context of the “digital revolution,” or the fourth industrial revolution. To obtain a competitive edge in the startup operations 4.0 era, this study aims to examine the organizational, technological and competence-related challenges presented by Industry 4.0. It does this by concentrating on the tools, competencies, methods, approaches, tools and strategies that are crucial. Using the Total Interpretive Structural Modeling (TISM) technique, the goal is to find, analyze and classify enablers for startup operations 4.0.

A closed-ended questionnaire and planned interviews were used in the data collection process. In startup operations 4.0, the cross-impact matrix multiplication applied to classification method is used to rank and categorize competitive advantage factors, whereas the TISM technique is used to analyze how components interact.

The study highlights the critical significance of the “Internet of Things (IoT),” “information technologies,” “technological platforms,” “employee empowerment,” “augmented reality (AR)” and “operational technologies” in its identification of 12 enablers for startup operations 4.0.

The main focus of the study is on the variables that affect startup operations 4.0’s competitive advantage.

Academics and important stakeholders can better understand the factors influencing competitive advantage in startup operations 4.0 with the help of this research.

Large businesses have been profoundly impacted by Industry 4.0 principles; however, startup operations 4.0’s competitive advantage has not received as much attention. This paper offers a fresh take on the concept of competitive advantage in startup operations 4.0 research.