Titlebook: Augmented Reality and Virtual Reality; Changing Realities i Timothy Jung,M. Claudia tom Dieck,Philipp A. Rausc Book 2020 Springer Nature Sw

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2196-8705 of high managerial and societal relevance.Presents the state.This book features the latest research in the area of immersive technologies, presented at the 5th International Augmented and Virtual Reality Conference, held in Munich, Germany in 2019. Bridging the gap between academia and industry, it

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Brand Experience via Mobile AR App Marketingng by enhancing authentic brand experiences and engagement. The study aims to apply the Experience Economy framework to AR marketing with additional constructs in order to understand consumer brand experience processes (mediation effects) by measuring consumer responses.

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Inside Advertising: The Role of Presence in the Processing of Branded VR Contentocessing of brand information when playing a branded VR game. An experiment (. = 81) was conducted (using HTC Vive hardware) and showed that playing branded VR games can improve (implicit) brand memory. Moreover, the study showed that the increase in immersion experienced from playing a branded VR game strengthens players’ brand memory.

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Genetic Interaction, Epistasis, Modifiersng context? Also, (2) Do the opinion and physical presence of people influence the attitude towards an m-commerce AR app? It found that AR characteristics such as projection and imagery positively influence attitudes towards m-commerce AR apps, whereas social variables did not have any influence.