{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,10]],"date-time":"2026-04-10T18:42:39Z","timestamp":1775846559190,"version":"3.50.1"},"reference-count":158,"publisher":"Emerald","issue":"5","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,11,3]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Guided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>Results reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users\u2019 connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users\u2019 connectedness to AR apps and their relationship performance.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>By offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/itp-06-2023-0596","type":"journal-article","created":{"date-parts":[[2024,6,4]],"date-time":"2024-06-04T01:20:49Z","timestamp":1717464049000},"page":"2097-2141","source":"Crossref","is-referenced-by-count":11,"title":["Unraveling the factors that influence connectedness and relationship performance with\u00a0augmented reality apps"],"prefix":"10.1108","volume":"38","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1386-8154","authenticated-orcid":true,"given":"Waqar","family":"Nadeem","sequence":"first","affiliation":[{"name":"Goodman School of Business, Brock University Marketing, International Business, and Strategy Department (MIBS), , ,","place":["Saint Catharine\u2019s, Canada"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1894-5155","authenticated-orcid":true,"given":"Saifeddin","family":"Alimamy","sequence":"additional","affiliation":[{"name":"Zayed University , ,","place":["Dubai, United Arab Emirates"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7257-4255","authenticated-orcid":true,"given":"Abdul R.","family":"Ashraf","sequence":"additional","affiliation":[{"name":"Goodman School of Business, Brock University Marketing, International Business, and Strategy Department (MIBS), , ,","place":["Saint Catharine\u2019s, Canada"]}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2024,6,4]]},"reference":[{"issue":"2","key":"2025103008412070400_ref001","doi-asserted-by":"publisher","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-t","article-title":"The theory of planned behavior","volume":"50","author":"Ajzen","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"issue":"1","key":"2025103008412070400_ref002","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1108\/jtf-03-2021-0072","article-title":"Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment","volume":"22","author":"Alam","year":"2022","journal-title":"Journal of Tourism Futures"},{"key":"2025103008412070400_ref003","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2021.107105","article-title":"I want it my way! 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