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1 – 2 of 2Francesca Bonetti, Patsy Perry and Gary Warnaby
Fashion retailers have increasingly adopted consumer-facing in-store technology (CFIT) to enhance the customer experience/service provision. This paper aims to explore managerial…
Abstract
Purpose
Fashion retailers have increasingly adopted consumer-facing in-store technology (CFIT) to enhance the customer experience/service provision. This paper aims to explore managerial experiences and sociotechnical implications of introducing these technologies into organizational working processes.
Design/methodology/approach
This study draws on interpretive analysis of semi-structured interviews with 74 senior fashion retail industry practitioners, technology providers and consultants to understand managerial perspectives on technological innovation issues.
Findings
Endogenous and exogenous factors act as drivers or barriers to CFIT adoption and are influenced by strategic and tactical motives. Key issues that retail managers encounter include challenges in aligning technology implementation with retailer brand image to manage risk and reputation, with additional complexity arising from different internal and/or external actors involved, as well as required levels of change in organizational structure.
Originality/value
This study contributes an empirically derived framework identifying reasons for – and the drivers/barriers influencing – fashion retailers' CFIT adoption, classifying three broad approaches to CFIT adoption: embedded, transformative and opportunistic.
Details
Keywords
Pragya Jayaswal and Biswajita Parida
Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic…
Abstract
Purpose
Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.
Design/methodology/approach
This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.
Findings
The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.
Research limitations/implications
The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.
Practical implications
AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.
Originality/value
This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.
Details