Towards a theoretical framework for augmented reality marketing: A means-end chain perspective on retailing.
Harish KumarPhilipp A. RauschnabelMadhushree N. AgarwalRajesh Kumar SinghRitu SrivastavaPublished in: Inf. Manag. (2024)
Keyphrases
- theoretical framework
- augmented reality
- human computer interaction
- theoretical foundation
- mixed reality
- markerless
- virtual objects
- virtual reality
- promising experimental results demonstrate
- real scenes
- real environment
- molecular structures
- computer generated imagery
- user interface
- real objects
- fiducial markers
- head mounted display
- eye tracking
- multi view
- mobile phone