Panezai, Mehwish; Sulaiman, Zuraidah; Nadia Hasbullah, Nornajihah; Otčenášková, Tereza; Lo Ying Tuan, Joe
(Human Resource Management Academic Research Society (HRMARS), 2025)
Consumers are increasingly shifting from offline to online shopping platforms, with the introduction of immersive technologies enhancing this transition. This conceptual paper examines the effect of Mobile Augmented Reality ...