Hilken, Tim; Heller, Jonas; Chylinski, Mathew; Keeling, … - In: Journal of Research in Interactive Marketing 12 (2018) 4, pp. 509-523
Purpose: This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating...