| Setting the future of digital and social media marketing research: Perspectives and research propositions YK Dwivedi, E Ismagilova, DL Hughes, J Carlson, R Filieri, J Jacobson, ... International journal of information management 59, 102168, 2021 | 4439 | 2021 |
| Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy YK Dwivedi, L Hughes, AM Baabdullah, S Ribeiro-Navarrete, ... International journal of information management 66, 102542, 2022 | 3434 | 2022 |
| Elements of strategic social media marketing: A holistic framework R Felix, PA Rauschnabel, C Hinsch Journal of Business Research 70 (1), 118-126, 2017 | 1965 | 2017 |
| What is XR? Towards a framework for Augmented and Virtual Reality PA Rauschnabel, R Felix, C Hinsch, H Shahab, F Alt Computers in Human Behavior, 107289, 2022 | 1164 | 2022 |
| Augmented reality marketing: How mobile AR-apps can improve brands through inspiration PA Rauschnabel, R Felix, C Hinsch Journal of Retailing and Consumer Services 49, 43-53, 2019 | 1014 | 2019 |
| Metaverse marketing: How the metaverse will shape the future of consumer research and practice YK Dwivedi, L Hughes, Y Wang, AA Alalwan, SJ Ahn, J Balakrishnan, ... Psychology & Marketing 40 (4), 750-776, 2023 | 972 | 2023 |
| Wearable technologies: The role of usefulness and visibility in smartwatch adoption SHW Chuah, PA Rauschnabel, N Krey, B Nguyen, T Ramayah, S Lade Computers in Human Behavior 65, 276-284, 2016 | 791 | 2016 |
| An adoption framework for mobile augmented reality games: The case of Pokémon Go PA Rauschnabel, A Rossmann, MC tom Dieck Computers in human behavior 76, 276-286, 2017 | 773 | 2017 |
| What is Augmented Reality Marketing? Its definition, complexity, and future PA Rauschnabel, BJ Babin, MC tom Dieck, N Krey, T Jung Journal of Business Research 142 (3), 1140-1150, 2022 | 585 | 2022 |
| Brand management in higher education: the university brand personality scale PA Rauschnabel, N Krey, BJ Babin, BS Ivens Journal of Business Research 69 (8), 3077-3086, 2016 | 465 | 2016 |
| You’re so lovable: Anthropomorphism and brand love PA Rauschnabel, AC Ahuvia Journal of Brand Management 21 (5), 372-395, 2014 | 462 | 2014 |
| Augmented reality smart glasses: An investigation of technology acceptance drivers PA Rauschnabel, YK Ro International Journal of Technology Marketing 11 (2), 123-148, 2016 | 457 | 2016 |
| Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks PA Rauschnabel, J He, YK Ro Journal of Business Research 92 (11), 374-384, 2018 | 446 | 2018 |
| Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables PA Rauschnabel, A Brem, BS Ivens Computers in Human Behavior 49, 635-647, 2015 | 376 | 2015 |
| Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing C Hinsch, R Felix, PA Rauschnabel Journal of Retailing and Consumer Services 53, 101987, 2020 | 329 | 2020 |
| A cross-cultural comparison of Croatian and American social network sites: Exploring cultural differences in motives for Instagram use P Sheldon, PA Rauschnabel, MG Antony, S Car Computers in human behavior 75, 643-651, 2017 | 318 | 2017 |
| Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses PA Rauschnabel Psychology & Marketing 35 (8), 557-572, 2018 | 313 | 2018 |
| Augmented reality is eating the real-world! The substitution of physical products by holograms PA Rauschnabel International Journal of Information Management 57, 102279, 2021 | 308 | 2021 |
| Strategic customer engagement marketing: A decision making framework A Alvarez-Milán, R Felix, PA Rauschnabel, C Hinsch Journal of Business Research 92, 61-70, 2018 | 281 | 2018 |
| Exploring the darkverse: A multi-perspective analysis of the negative societal impacts of the metaverse YK Dwivedi, N Kshetri, L Hughes, NP Rana, AM Baabdullah, AK Kar, ... Information systems frontiers 25 (5), 2071-2114, 2023 | 247 | 2023 |
Bang NguyenProfessor of Marketing, PhD (Oxford Brookes University)Verified email at oxfordbrookes.net
