{"id":"https://openalex.org/W4392111523","doi":"https://doi.org/10.3233/web-230262","title":"Analysis of the effectiveness of the augmented reality technique as an influence on the digital marketing","display_name":"Analysis of the effectiveness of the augmented reality technique as an influence on the digital marketing","publication_year":2024,"publication_date":"2024-02-22","ids":{"openalex":"https://openalex.org/W4392111523","doi":"https://doi.org/10.3233/web-230262"},"language":"en","primary_location":{"id":"doi:10.3233/web-230262","is_oa":false,"landing_page_url":"https://doi.org/10.3233/web-230262","pdf_url":null,"source":{"id":"https://openalex.org/S4210183871","display_name":"Web Intelligence","issn_l":"2405-6456","issn":["2405-6456","2405-6464"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310318577","host_organization_name":"IOS Press","host_organization_lineage":["https://openalex.org/P4310318577"],"host_organization_lineage_names":["IOS Press"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Web Intelligence","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5049663586","display_name":"G. Gokulkumari","orcid":null},"institutions":[{"id":"https://openalex.org/I120238654","display_name":"Saudi Electronic University","ror":"https://ror.org/05ndh7v49","country_code":"SA","type":"education","lineage":["https://openalex.org/I120238654"]}],"countries":["SA"],"is_corresponding":true,"raw_author_name":"G. Gokulkumari","raw_affiliation_strings":["Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia","institution_ids":["https://openalex.org/I120238654"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5115594256","display_name":"Ibrahim Alhassan","orcid":null},"institutions":[{"id":"https://openalex.org/I120238654","display_name":"Saudi Electronic University","ror":"https://ror.org/05ndh7v49","country_code":"SA","type":"education","lineage":["https://openalex.org/I120238654"]}],"countries":["SA"],"is_corresponding":false,"raw_author_name":"Ibrahim Alhassan","raw_affiliation_strings":["Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia","institution_ids":["https://openalex.org/I120238654"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5005708333","display_name":"Sulafah M. Basahel","orcid":null},"institutions":[{"id":"https://openalex.org/I120238654","display_name":"Saudi Electronic University","ror":"https://ror.org/05ndh7v49","country_code":"SA","type":"education","lineage":["https://openalex.org/I120238654"]}],"countries":["SA"],"is_corresponding":false,"raw_author_name":"Sulafah M. Basahel","raw_affiliation_strings":["Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of E-Commerce, College of Administrative and Financial Sciences, Saudi Electronic University, Saudi Arabia","institution_ids":["https://openalex.org/I120238654"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5049663586"],"corresponding_institution_ids":["https://openalex.org/I120238654"],"apc_list":{"value":4150,"currency":"USD","value_usd":4150},"apc_paid":null,"fwci":2.5273,"has_fulltext":false,"cited_by_count":3,"citation_normalized_percentile":{"value":0.89340136,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":90,"max":96},"biblio":{"volume":"22","issue":"4","first_page":"599","last_page":"610"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9925000071525574,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9925000071525574,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9908000230789185,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9855999946594238,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/augmented-reality","display_name":"Augmented reality","score":0.820389986038208},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.45307159423828125},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.3813646733760834},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.38116154074668884},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.35576683282852173},{"id":"https://openalex.org/keywords/human\u2013computer-interaction","display_name":"Human\u2013computer interaction","score":0.3485513925552368}],"concepts":[{"id":"https://openalex.org/C153715457","wikidata":"https://www.wikidata.org/wiki/Q254183","display_name":"Augmented reality","level":2,"score":0.820389986038208},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.45307159423828125},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3813646733760834},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.38116154074668884},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.35576683282852173},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.3485513925552368}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.3233/web-230262","is_oa":false,"landing_page_url":"https://doi.org/10.3233/web-230262","pdf_url":null,"source":{"id":"https://openalex.org/S4210183871","display_name":"Web Intelligence","issn_l":"2405-6456","issn":["2405-6456","2405-6464"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310318577","host_organization_name":"IOS Press","host_organization_lineage":["https://openalex.org/P4310318577"],"host_organization_lineage_names":["IOS Press"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Web Intelligence","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[{"score":0.47999998927116394,"id":"https://metadata.un.org/sdg/9","display_name":"Industry, innovation and infrastructure"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":36,"referenced_works":["https://openalex.org/W1530020487","https://openalex.org/W2018201949","https://openalex.org/W2028936041","https://openalex.org/W2106096361","https://openalex.org/W2126198624","https://openalex.org/W2135655476","https://openalex.org/W2155906073","https://openalex.org/W2156423962","https://openalex.org/W2184943477","https://openalex.org/W2422895071","https://openalex.org/W2540972650","https://openalex.org/W2579681204","https://openalex.org/W2616509004","https://openalex.org/W2778996712","https://openalex.org/W2882324067","https://openalex.org/W2897916980","https://openalex.org/W2915955953","https://openalex.org/W2923578873","https://openalex.org/W2968846733","https://openalex.org/W2989041184","https://openalex.org/W2997612204","https://openalex.org/W3006451264","https://openalex.org/W3021730278","https://openalex.org/W3035686316","https://openalex.org/W3036638150","https://openalex.org/W3086057157","https://openalex.org/W3097687140","https://openalex.org/W3126560630","https://openalex.org/W3134401559","https://openalex.org/W3154951232","https://openalex.org/W3200634189","https://openalex.org/W4281401658","https://openalex.org/W4301352023","https://openalex.org/W4306399586","https://openalex.org/W4327952736","https://openalex.org/W4381549824"],"related_works":["https://openalex.org/W2172197285","https://openalex.org/W2991048842","https://openalex.org/W2750280393","https://openalex.org/W2064841972","https://openalex.org/W1990434954","https://openalex.org/W4233285124","https://openalex.org/W2116558157","https://openalex.org/W3132716659","https://openalex.org/W1562991075","https://openalex.org/W2187644337"],"abstract_inverted_index":{"Augmented":[0],"Reality":[1],"is":[2,12,63,102,119,217],"recognized":[3],"as":[4,95],"the":[5,23,52,67,96,149,163,179,220],"newest":[6],"clever":[7],"breakthrough":[8],"in":[9,73,113,121,228],"marketing":[10,153,191,223],"and":[11,20,29,42,105,142,154,162,186,197,203,231,237],"used":[13,112,120,139],"to":[14,36,64,90,98,125,140,159,171,225],"promote":[15],"a":[16,80,92,100,122,201],"variety":[17,81],"of":[18,25,54,60,69,82,219],"goods":[19,236],"services.":[21,238],"Through":[22],"use":[24],"this":[26,61,114],"technology,":[27],"businesses":[28],"brands":[30],"interact":[31],"with":[32,51,107,234],"their":[33,40],"target":[34],"market":[35],"learn":[37],"everything":[38],"about":[39],"current":[41],"potential":[43],"customers\u2019":[44],"expectations.":[45],"However,":[46],"important":[47],"elements":[48],"are":[49],"associated":[50],"development":[53],"augmented":[55,214],"reality":[56,71,198,215],"technology.":[57],"The":[58,76,109,128,176],"objective":[59],"article":[62],"scientifically":[65],"evaluate":[66,141],"usefulness":[68],"virtual":[70],"techniques":[72],"digital":[74,190,207,222],"marketing.":[75,208],"study":[77],"concentrated":[78],"on":[79,189,206],"variables,":[83],"including":[84],"those":[85],"that":[86,181,212],"influence":[87],"consumers\u2019":[88],"desire":[89],"make":[91],"purchase,":[93],"such":[94],"degree":[97],"which":[99],"system":[101,155,193],"interactive,":[103],"instructive,":[104],"congruent":[106],"reality.":[108],"quantitative":[110],"methodology":[111,118],"study.":[115],"Random":[116],"sampling":[117],"survey":[123],"method":[124,135],"gather":[126],"data.":[127],"partially":[129],"least-squares":[130],"Structured":[131],"Equation":[132],"Modeling":[133],"(PLS-SEM)":[134],"will":[136],"also":[137],"be":[138,160,172],"confirm":[143],"any":[144],"proposed":[145],"causal":[146],"links":[147],"between":[148],"latent":[150],"variables.":[151],"Direct":[152],"quality":[156,235],"were":[157],"shown":[158],"correlated,":[161],"significance":[164],"value":[165],"([Formula:":[166],"see":[167],"text])":[168],"was":[169],"found":[170],"less":[173],"than":[174],"0.05.":[175],"conclusion":[177],"confirms":[178],"assumption":[180],"interactivity":[182],"has":[183],"no":[184],"significant":[185],"positive":[187],"impact":[188],"but,":[192],"quality,":[194],"product":[195],"informativeness,":[196],"congruence":[199],"have":[200],"large":[202],"advantageous":[204],"effect":[205],"Empirical":[209],"findings":[210],"suggest":[211],"using":[213],"technologies":[216],"one":[218],"greatest":[221],"ways":[224],"engage":[226],"customers":[227],"interactive":[229],"experiences":[230],"provide":[232],"them":[233]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":1}],"updated_date":"2026-08-21T09:56:20.448147","created_date":"2025-10-10T00:00:00"}
