AR experiential elements and shared social experience: mediating effect of customer creativity
Abstract/Description
Use of AR technology in retail environment is a new phenomenon in marketing and allows brands to offer enhanced customer experience. The aim of the study is to explore how the elements of the experience economic theory are linked to shared social experience through the mechanism of customer creativity. The sample of 220 online shoppers and PLS-SEM modeling revealed that entertainment, education, and escapism are significant contributors to shared social experience of customers. Particularly, AR-enabled customer creativity plays a critical role in linking these elements to shared social experience. The findings of the study reveal that enhanced entertainment, education, and escapism experiences and customer creativity activate the voluntary brand endorsement behaviors in customers. It is one of the early studies that explores AR-enabled customer creativity, its drivers, and outcome in the context of retail apps.
Keywords
Augmented reality, Customer creativity, Experience economy theory, Shared social experience
Track
Contemporary Issues in Marketing
Session Number/Theme
Session 2C: Technology and E-Commerce
Session Chair
Dr. Wajid H. Rizvi, Institute of Business Administration, Karachi
Session Discussant
Atif Murtaza; Dr. Mohsin Butt; Dr. Saima Hussain
Start Date/Time
23-6-2022 3:50 PM
End Date/Time
23-6-2022 4:10 PM
Location
Boardroom 3, Marriott Hotel, Karachi
Recommended Citation
Farhat, K., Amir, H., Aslam, W., & Ali, M. (2022). AR experiential elements and shared social experience: mediating effect of customer creativity. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2022/program/53
COinS
AR experiential elements and shared social experience: mediating effect of customer creativity
Boardroom 3, Marriott Hotel, Karachi
Use of AR technology in retail environment is a new phenomenon in marketing and allows brands to offer enhanced customer experience. The aim of the study is to explore how the elements of the experience economic theory are linked to shared social experience through the mechanism of customer creativity. The sample of 220 online shoppers and PLS-SEM modeling revealed that entertainment, education, and escapism are significant contributors to shared social experience of customers. Particularly, AR-enabled customer creativity plays a critical role in linking these elements to shared social experience. The findings of the study reveal that enhanced entertainment, education, and escapism experiences and customer creativity activate the voluntary brand endorsement behaviors in customers. It is one of the early studies that explores AR-enabled customer creativity, its drivers, and outcome in the context of retail apps.
