Make it real, make it useful! The impact of AR social experience on brand positivity and information sharing

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dc.contributor.authorShaheen, Riziq
dc.contributor.authorAljarah, Ahmad
dc.contributor.authorIbrahim, Blend
dc.contributor.authorHazzam, Joe
dc.contributor.authorGhasemi, Matina
dc.date.accessioned2024-07-01T06:42:11Z
dc.date.available2024-07-01T06:42:11Z
dc.date.issued2024en_US
dc.departmentFakülteler, İşletme Fakültesi, İşletme Bölümüen_US
dc.description.abstractPurpose: This study investigated the impact of the perceived Augmented Reality (AR) social experience of restaurant menus on two types of prosocial behaviors: brand positivity and brand information sharing. Design/methodology/approach: This study adopts the expectancy-value model as a framework, drawing on the cognitive load, self-determination, and media richness theories. Using a sample of 879 participants from the United States, the research model was tested using structural equation modeling (PLS-SEM). Findings: The findings indicate that the social experience derived from using AR menus significantly predicts brand positivity and brand information sharing. The perceived usefulness of AR mediates this relationship. Moreover, AR reality congruence acts as a significant mediator between perceived AR social experience and brand positivity but not brand information sharing. The positive relationship between AR social experience, brand positivity, and brand information sharing is sequentially mediated by AR reality congruence and AR usefulness. Originality/value: This groundbreaking research pioneers a fresh perspective, delving into the impact of AR social experiences on consumers' prosocial behaviors, specifically brand positivity and information sharing. Unravels intricate mechanisms, shedding light on how and under what circumstances AR social experiences foster positive behaviors within the dynamic realm of food services and restaurant settings. This study provides valuable insights for restaurant managers and marketers to leverage AR technology to create engaging and immersive customer-dining experiences, a concept that has not been thoroughly explored in previous studies.en_US
dc.identifier.doi10.1108/BFJ-12-2023-1118en_US
dc.identifier.scopus2-s2.0-85196788864en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://hdl.handle.net/11467/7308
dc.identifier.urihttps://doi.org/10.1108/BFJ-12-2023-1118
dc.identifier.wosWOS:001254188400001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Publishingen_US
dc.relation.ispartofBritish Food Journalen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectAugmented reality, Social experience, Reality congruence, Reality usefulness, Brand positivity, Brand information sharing, Restaurant industryen_US
dc.titleMake it real, make it useful! The impact of AR social experience on brand positivity and information sharingen_US
dc.typeArticleen_US

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