Work

The Role of Augmented Reality Experience Towards Brand Engagement and Brand Usage Intention Moderated by Purpose of Use in the E-Commerce Industry

Year: 2024

Type: conference-paper

Study design: Observational Study

Source: International Conference on Informatics, Multimedia, Cyber and Information System (ICIMCIS)

DOI: 10.1109/icimcis63449.2024.10957604

Authors: Shelvy Kurniawan, Fatwi Handayani Mamonto

Institution: Binus University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4409573687

FWCI:

Cites: 15

Cited by:

Related to: 10