Augmented and virtual reality (AR/VR), also known as xReality or extended reality (XR), are not only hit topics in B2C marketing – they are also changing the way companies interact with their B2B customers. Our latest study, which will soon… Read More »New study: The role of XR in B2B marketing
New published research shows why AR is beneficial to consumers in retailing (free download)
Our new framework shows that effective AR aligns four central elements.
By Philipp A. Rauschnabel, Anja von Bosse, Dominik O.W. Hirschberg and Sarah Schmid Nearly all major technology players are pinning their hopes on augmented reality (AR) and virtual reality (VR). Barely noticed by many before the metaverse hype, expectations are… Read More »Consumer research on AR glasses: Apple and Samsung would have good chances
Consumers perceive AR content differently depending on where they consume it. Our new study explains these effects
New Study segments Tourists and studies the acceptance of AR use cases
