Mind in eBay, Body in Macyys: Dual Consciousness of Virtuo-Real Consumers

Banerjee, Syagnik; Longstreet, Phil

doi:10.2139/ssrn.2601201

Cited by 3 publications

(6 citation statements)

References 31 publications

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“…Specifically, it overcomes the limitations of online shopping by allowing prospects to try on products, such as makeup ( Smink et al, 2019 ; Hsu et al, 2021 ; Javornik et al, 2021 ), eyewear ( Pantano et al, 2017 ; Yim et al, 2017 ; Yim and Park, 2019 ), clothing ( Huang and Liu, 2014 ; Huang and Liao, 2017 ; Plotkina and Saurel, 2019 ), shoes ( Hilken et al, 2018 ; Plotkina et al, 2021 ), and furniture ( Rauschnabel et al, 2019 ; Kowalczuk et al, 2021 ; Qin et al, 2021b ) virtually without having to interact physically with them. Major online retailing platforms, such as Amazon ( McLean and Wilson, 2019 ), JingDong ( Fan et al, 2020 ), Alibaba ( Fan et al, 2020 ), and eBay ( Banerjee and Longstreet, 2016 ), as well as leading brands, such as Tiffany & Co. ( Whang et al, 2021 ), L’Oréal ( Hilken et al, 2017 ), Sephora ( Smink et al, 2019 ), Nike ( Hilken et al, 2018 ), Converse ( Whang et al, 2021 ), Zara ( Yuan et al, 2021 ), IKEA ( McLean and Wilson, 2019 ; Qin et al, 2021b ), Mini ( Carmigniani et al, 2011 ), and Lego ( Hinsch et al, 2020 ), have devoted lots of efforts to introduce various forms of AR. They strive to enhance consumers’ vicarious experience of physical products in online settings and make it more immersive, interactive, informative, enjoyable, and satisfactory ( Yim et al, 2017 ).…”

Section: Augmented Reality and Augmented Reality Marketingmentioning

confidence: 99%

Augmented Reality Marketing: A Systematic Literature Review and an Agenda for Future Inquiry

Wang

2022

Front. Psychol.

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Augmented reality (AR) is a potentially disruptive technology that enriches the consumer experience and transforms marketing. With the surging popularity of AR in marketing practice, academic efforts to investigate its effects on consumer experience, response, and behavior have increased significantly. To obtain an integrated and comprehensive view of the front-line in AR marketing research and identify the gaps for future research, we analyze the existing AR marketing literature through a systematic literature review. Using 99 journal articles selected from the Web of Science core collections, this research sheds light on the general characteristics such as publication year, publication outlet, research design, and research method. Moreover, this research also gains insight into the AR marketing relevant factors such as application area, application context, AR type, and theoretical lenses. The findings of the analyses reveal the state-of-the-art of scholarly publications on AR marketing research. First, the number of journal articles on AR marketing increased rapidly in the past few years, and the journals that published articles on AR marketing cover a wide range of disciplines. Second, the empirical studies in most literature adopted the quantitative research design and used survey or experiment methods. Third, the studies in more than half of the journal articles used mobile AR applications in various online contexts. Fourth, the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (S-O-R) framework are the two most widely used theoretical lenses used in the literature. After that, the major application areas of AR in marketing are retail, tourism, and advertising. To identify the focal themes discussed in the three application areas, this research summarizes the studies by the outcome variables. Specifically, the outcome variables have five categories: technology-related, product-related, brand-related, tourist destination-related, and advertisement-related. Finally, this research proposes the agenda for future academic efforts in AR marketing.

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Section: Augmented Reality and Augmented Reality Marketingmentioning

confidence: 99%

Augmented Reality Marketing: A Systematic Literature Review and an Agenda for Future Inquiry

Wang

2022

Front. Psychol.

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“…In addition, the present study also reflects the framework of dual consciousness which examines individuals’ “simultaneous presence in physical and virtual worlds” (Banerjee and Longstreet, 2016, p. 288). In particular, this framework suggests that digital media users, especially mobile users, are constantly influenced by various factors in the physical and virtual worlds.…”

Section: Discussion and Theoretical Implicationsmentioning

confidence: 94%

“…In particular, this framework suggests that digital media users, especially mobile users, are constantly influenced by various factors in the physical and virtual worlds. As a result, they are likely to form a dual consciousness that either integrates both worlds or isolates one from the other (Banerjee and Longstreet, 2016). Whether the dual consciousness leads to integration or isolation between the physical and virtual worlds depends on the state of activities required in both worlds – integration would only occur when users need to be highly active in either world.…”

Section: Discussion and Theoretical Implicationsmentioning

confidence: 99%

“…This study is meaningful to end users of location-based mobile games, as it shows that their attitudes and behavioral intentions toward game sponsors are influenced by the gaming experience. Existing research also suggests that digital media users may feel dissociation between the game world and the physical world (Banerjee and Longstreet, 2016). Therefore, game players should be aware of their vulnerability and exercise control during the gameplay to avoid potential negative consequences, such as being manipulated by advertisers or losing attention to the physical world.…”

Section: Practical Implicationsmentioning

confidence: 99%

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Exploring the marketing potential of location-based mobile games

Stilwell

2017

JRIM

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Purpose Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing platform. The purpose of this study is to explore the marketing potential of location-based mobile games by examining players’ responses to sponsors featured in Pokémon GO. Design/methodology/approach A survey was conducted among gamers of Pokémon GO to examine the psychological process of the gameplay, and how it influences some marketing outcomes. A conceptual model was built based on the survey results. Findings Results indicated that gamers of Pokémon GO experienced spatial presence, which positively influenced their attitudes toward and intentions to visit the sponsors. Moreover, spatial presence was positively influenced by players’ game engagement, perceived mobility and contextual perceived value. Some motives of playing Pokémon GO were also identified, including the entertainment motive and social motive. Originality/value This study is the first one to analyze the marketing potential of Pokémon GO, which is a successful location-based mobile game. The results are meaningful to marketing professionals who are interested in this innovative media platform. This study is also the first one to apply the theory of spatial presence to the investigations of this type of game. It showcases the power of this theory in guiding the research of interactive marketing with mobile gaming.

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“…A new environment is being created where consumers have a dual consciousness, and the physical and digital worlds are combined to create a "phygital" reality. This environment is being created by the widespread use of mobile-enabled internet, the ongoing improvements in mobile devices and technology that make the digital world portable and ubiquitous, as well as cultural, social, and global shifts [18]. Digital marketing is the fastest-growing form of communication, as more and more individuals across the world are acquiring and spending a lot of time on mobile devices [19].…”

mentioning

confidence: 99%

The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach

2022

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Over the last decade, digital marketing and technology have gradually penetrated the food and beverage industry, redefining its marketing mix. However, the urgency caused by the COVID-19 pandemic spurred the digital transformation of the industry, as businesses were forced to adapt to many changes and restrictions, reshape their operational models, and find ways to survive in an unstable marketplace. The purpose of this paper is to examine the transformation of the marketing mix in the food and beverage service supply chain due to the emergence of digital marketing. To this end, critical success factors for the digital transformation of the food and beverage service supply chain were identified based on the literature. These factors were assessed by experts from the Greek market using a grey decision-making trial and evaluation laboratory (DEMATEL) approach because of the complexity and interdependence of the factors interfering in the decision-making process. After a screening process, eight experts were selected to participate based on their experience and their acknowledged presence in the sector. DEMATEL is a multi-criterion decision-making method used to assist in addressing practical assessment issues. Its main advantage is that it can detect and observe the interdependence among the primary components and their relevance in the decision-making process. Additionally, it facilitates the visual display of the results, assisting in the analysis of the causal influence of factors. The combination of DEMATEL with grey system theory is useful because it makes it easier to analyze ambiguities brought on by uncertainties, lack of knowledge, or inadequate human actions. Fourteen critical success factors were identified, and they were grouped into three broad categories: technology-driven, consumer-driven, and industry-driven. Seven factors were classified as causes, and seven factors were classified as effects. In addition, with the use of the DEMATEL approach, the factors were grouped into core, driving, independent, and prominent factors.

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Mind in eBay, Body in Macyys: Dual Consciousness of Virtuo-Real Consumers

Cited by 3 publications

References 31 publications

Augmented Reality Marketing: A Systematic Literature Review and an Agenda for Future Inquiry

Augmented Reality Marketing: A Systematic Literature Review and an Agenda for Future Inquiry

Exploring the marketing potential of location-based mobile games

The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach

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