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Publications on Google Scholar

You can find an updated publication list on Google Scholar . I can share personal copies via Research Gate Many papers are published as “open access”, i.e., are free to download

Papers on Metaverse and Augmented Reality

Basic work Augmented Reality & Virtual Reality

  1. Rauschnabel, P. A., Felix, R., Hinsch, C., Shahab, H., & Alt, F. (2022). What is XR? Towards a Framework for Augmented and Virtual Reality. Computers in Human Behavior, 133, 107289.
  2. Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150 (Guest Editorial).
  3. Gatter, S., Hüttl‐Maack, V., & Rauschnabel, P. A. (2022). Can augmented reality satisfy consumers’ need for touch?. Psychology & Marketing, 39(3), 508-523.
  4. Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49(C), 43-53.
  5. Von der Au, S.; Rauschnabel, P.A.; Felix, R.; Hinsch, C. (2023): Context in Augmented Reality Marketing: Does the Place of Use matter? Psychology & Marketing, forthcoming
  6. Rauschnabel, P.A.; Felix, R.; Hinsch, C.; Heller, J.: The 4C framework: Towards a holistic understanding of consumer engagement in AR, Computers in Human Behavior, forthcoming.
  7. Rauschnabel, P.A.; Hüttl-Maack, V.; Schein, K.E.; Ahuvia, A.C.: Augmented Reality Marketing and Consumer-brand Relationships: How Closeness drives Brand Love, Psychology & Marketing, in press
  8. Wieland, D.; Ivens, B.S.; Kutschma, E.; Rauschnabel, P.A. (2024): Augmented and Virtual Reality in Managing B2B Customer Experiences, Industrial Marketing Management, forthcoming

Further literature on Augmented Reality & Virtual Reality

  1. Kumar, H.; Rauschnabel, P.A.; Towards a Theoretical Framework for Augmented Reality Marketing: A Means-End Chain Perspective on Retailing, Information & Management, forthcoming
  2. Rauschnabel, P. A. (2018). Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses. Psychology & Marketing, 35(8), 557-572.
  3. Zanger, V., Meißner, M., & Rauschnabel, P. A. (2022). Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing.
  4. Rauschnabel, P. A. (2021). Augmented reality is eating the real-world! The substitution of physical products by holograms. International Journal of Information Management, 57, 102279.
  5. Schein, K. E., & Rauschnabel, P. A. (2021). Augmented reality in manufacturing: exploring workers’ perceptions of barriers. IEEE Transactions on Engineering Management.
  6. Rauschnabel, P. A., Rossmann, A., & tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, 76, 276-286.
  7. Herz, M., & Rauschnabel, P. A. (2019). Understanding the diffusion of virtual reality glasses: The role of media, fashion and technology. Technological Forecasting and Social Change, 138, 228-242.
  8. Hinsch, C., Felix, R., & Rauschnabel, P. A. (2020). Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing. Journal of Retailing and Consumer Services, 53, 101987.
  9. Shahab, H., Mohtar, M., Ghazali, E., Rauschnabel, P. A., & Geipel, A. (2022). Virtual Reality in Museums: Does It Promote Visitor Enjoyment and Learning?. International Journal of Human–Computer Interaction, 1-18.
  10. tom Dieck, M. C., Jung, T. H., & Rauschnabel, P. A. (2018). Determining visitor engagement through augmented reality at science festivals: An experience economy perspective. Computers in Human Behavior, 82, 44-53.
  11. Rauschnabel, P. A., He, J., & Ro, Y. K. (2018). Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks. Journal of Business Research, 92(C), 374-384.
  12. Rauschnabel, P. A., Hein, D. W., He, J., Ro, Y. K., Rawashdeh, S., & Krulikowski, B. (2016). Fashion or technology? A fashnology perspective on the perception and adoption of augmented reality smart glasses. i-com, 15(2), 179-194.
  13. Rauschnabel, P. A., & Ro, Y. K. (2016). Augmented reality smart glasses: An investigation of technology acceptance drivers. International Journal of Technology Marketing, 11(2), 123-148.
  14. Rauschnabel, P. A., Brem, A., & Ivens, B. S. (2015). Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables. Computers in Human Behavior, 49, 635-647.

Opinion Articles, Multi-author-papers etc.

  1. Heller, J., Mahr, D., de Ruyter, K., Schaap, E., Hilken, T., Keeling, D. I., … & Rauschnabel, P. A. (2023). An interdisciplinary Co-authorship networking perspective on AR and human behavior: Taking stock and moving ahead. Computers in Human Behavior, 143, 107697.
  2. Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J. G., Balakrishnan, J., … & Wirtz, J. (2022). Metaverse marketing: how the metaverse will shape the future of consumer research and practice. Psychology & Marketing.
  3. Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., … & Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
  4. Dwivedi, Y. K., Kshetri, N., Hughes, L., Rana, N. P., Baabdullah, A. M., Kar, A. K., … Rauschnabel, P. A., … & Yan, M. (2023). Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse. Information Systems Frontiers, 1-44.

Conferences & Events

  • AWE – Augmented World Expo
  • intl. AR VR Conference (2017, 2019 (inkl. Keynote), 2020 (inkl.Keynote), 2022 (inkl. Keynote)
  • i4C Munich
  • New Realities Conference
  • Social Media Night (2012, 2014, 2019)
  • European Marketing Academy (EMAC)
  • American Marketing Association (AMA)
  • Several associations