Management approaches in the field of smart
Fahime Mahavarpour; Feiz Davood; Morteza Maleki Min Bash Razgah
Abstract
Augmented reality technology has emerged as one of the main trends in the digital market in recent years. This innovative technology, due to its appeal and potential, has been repeatedly applied in innovative businesses. The aim of this study is to conduct a systematic and comprehensive review using ...
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Augmented reality technology has emerged as one of the main trends in the digital market in recent years. This innovative technology, due to its appeal and potential, has been repeatedly applied in innovative businesses. The aim of this study is to conduct a systematic and comprehensive review using a bibliometric approach on the citation data of literature related to purchase decision-making based on augmented reality technology. A pragmatic paradigm allowed the researcher to systematically collect citation data from the Scopus database and preprocess it following the standard PRISMA protocol. Ultimately, 239 studies were included in the bibliometric analysis using R Studio and Vosviewer software. The final results identified the most influential documents, authors, journals, organizations, and countries, and highlighted key points regarding buyer behavior and purchase decision-making with augmented reality in virtual businesses through interactive patterns between elements and content analysis of the data. Additionally, it is noteworthy that this concept mainly revolves around five primary areas: virtual and psychological experiences of buyers in online shopping with augmented reality; the impact of artificial intelligence on new technologies in buyer behavior; interactions of technology, perceived value, and cognition on buyer experience in retail using mobile augmented reality; the role of augmented reality technology in purchase decision-making and smart shopping in the virtual space. The influential school of thought on augmented reality technology in buyer decision-making is associated with the stimulus-organism-response theory, which forms the intellectual foundation of this field.
Management approaches in the field of smart
Fahime Mahavarpour; feiz davood; Morteza Maleki MinBashRazgah
Abstract
Augmented Reality (AR) is an emerging topic for managers across different disciplines While augmented reality technology literature is growing, there is no comprehensive analysis of augmented reality technology in marketing transformation The research aims to bridge the knowledge gap by providing a multifaceted ...
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Augmented Reality (AR) is an emerging topic for managers across different disciplines While augmented reality technology literature is growing, there is no comprehensive analysis of augmented reality technology in marketing transformation The research aims to bridge the knowledge gap by providing a multifaceted bibliographic overview of augmented reality technology literature in marketing and reveal its trends, areas of focus and intellectual foundations. The study is based on 496 articles published on Web of Science between 1996 and 2023. According to the findings, the concept mainly revolves around seven main areas: human-machine interaction in future of digital marketing and Metaverse, advertising and customer response in online purchases, marketing challenges in industry 4 and new technologies, the effect of virtual technology on customer loyalty in retail, adoption of behavioral technology of Tourism customers, augmented reality technology marketing in the decision-making process of buyers and brands, and finally the richness of social media in e-commerce in Covid 19. While priorities and research topics have evolved over time, key concepts such as buying experience, shopper behavior, buying decision making, technology adoption have been repeated. The three influential schools of augmented reality technology in marketing are associated with integrated theory, planned behavior theory (TPB) and cognitive evaluation theory that have shaped the intellectual foundations of the discipline but we believe that a greater diversity of fields is needed to examine and describe augmented reality technology in marketing transformation.
Moein Abdolmohamad Sagha; Morteza Hendijani Fard; Alireza Kooshki Jahromi
Abstract
This paper aims at comparing the banks’ activities in the social networks using the content analysis method. In this study, 54 profiles for 14 external and internal banks in 4 popular social networks are analyzed. The banks are chosen using the purposive sampling method. Results show that most ...
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This paper aims at comparing the banks’ activities in the social networks using the content analysis method. In this study, 54 profiles for 14 external and internal banks in 4 popular social networks are analyzed. The banks are chosen using the purposive sampling method. Results show that most banks use missions/goals on their social page to explain the bank information. They use the augmented product to present the product information. They use the company image to explain corporate identity. They use meetings and conferences to present bank events. They use music style for their videos. They use lifestyle pictures for their photos. They use information support for customer support. They use intimate/ interactive/ harmonious/ poetic style for their slogan and use their campaign albums for their albums. They also use sport and environmental issues to explain their corporate social responsibility. Moreover, they use services as the bank’s marketing messages. They use news announcements to release information. Furthermore, they use social responsibility and public consultation for socialization and finally, they use public partnerships for interactive customer engagement.
