Purpose: This study aims to explore the factors that could affect consumers’ adoption of augmented reality (AR) and investigate the interaction between gender and educational level on intention to adopt AR in developing countries as demonstrated here by Saudi Arabia....

Purpose: The Covid-19 pandemic has affected every aspect of human life. Even though the pandemic length was not too long, a huge volume of research relating to Covid-19 has been published in different contexts. This paper aims to review the literature investigating the impact of Covid −19 on...

An analytical understanding of user response to advertisements published in social media websites is very interesting from both academic and marketing perspectives. Present research administers two studies; study 1; explores user perceptions of advertisements in four areas of social media, viz....