This book features the latest research in the area of immersive technologies, presented at the 6th International Augmented Reality and Virtual Reality Conference, held in online in 2020. Bridging the gap between academia and industry, it presents the state of the art in augmented reality (AR) and virtual reality (VR) technologies and their applications in various industries such as marketing, education, health care, tourism, events, fashion, entertainment, retail and the gaming industry. The book is a collection of research papers by prominent AR and VR scholars from around the globe. Covering the most significant topics in the field of augmented and virtual reality and providing the latest findings, it is of interest to academics and practitioners alike.

Approaches cross reality (XR) from a business and management perspective Bridges the gap between XR Theory and XR Practice Provides scientifically grounded and practically tested answers to a variety of questions of high managerial and societal relevance Presents the state of the art in XR research Focuses on the applications of XR in various industries

Autorentext
Dr. M. Claudia tom Dieck is a project manager and a researcher at the Creative AR & VR Hub at Manchester Metropolitan University, UK. She is exploring how new and innovative technologies can be utilized to enhance the user experience. She is Program Chair of the annual International AR & VR Conference and has published on augmented and virtual reality, technology acceptance, social media and customer relationship management in journals such as Journal of Travel Research, Tourism Management and Computers in Human Behavior. Dr. Timothy H. Jung is Founder and Director of the Creative AR & VR Hub at Manchester Metropolitan University, UK. He investigates new and innovative ways to implement AR & VR in various industries and he has been involved in a number of funded AR and VR research projects at national and international levels. In particular, his research interests focus on AI, IoT, big data, digital twin and 5G powered immersive technology innovation for well-being and quality of life. He is a regular invited speaker in major international conferences, and he is Conference Chair of annual International AR & VR Conference.

Prof. Sandra M.C. Loureiro is Director of the Ph.D. in Management, specialization in Marketing and the Ph.D. in Tourism Management. Her current research interests include consumer-brand relationships and tourism marketing issues connected to VR and AR technologies. She had published in Journal of Marketing, Journal of Retailing, Telematics and Informatics, Tourism Management, Journal of Business Research, among others.

Inhalt
How To Design Effective AR Retail Apps.- The Role of Mental Imagery as Driver to Purchase Intentions in a Virtual Supermarket.- User responses towards Augmented Reality face filters: Implications for social media and brands.- Can You Make the Cut? Exploring the Effect of Frequency of Cuts in Virtual Reality Storytelling.- Incorporation of augmented-reality technology into smartphone app for large-scale performance art.- Testing Mixed Reality Experiences and Visitor's Behaviours in a Heritage Museum.- Interactive Mixed Reality Technology for Boosting the Level of Museum Engagement.- Too real for comfort: Measuring Consumers' Augmented Reality Information Privacy Concerns.- The Proteus Effect: How Avatars Influence Their Users' Self-Perception and Behaviour.- Modifying the Technology Acceptance Model To Investigate Behavioural Intention To Use Augmented.- Using Virtual Reality as a form of Simulation in the context of Legal Education