Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Aleem, A., Loureiro, S. M. C. & Martinho, J. (2023). From tech to touch: Self-concept and testimonials in AR try-on versus website. Journal of Research in Interactive Marketing. N/A
Exportar Referência (IEEE) 
A. K. Aleem et al.,  "From tech to touch: Self-concept and testimonials in AR try-on versus website", in Journal of Research in Interactive Marketing, vol. N/A, 2023
Exportar BibTeX 
@article{aleem2023_1734884967432,
	author = "Aleem, A. and Loureiro, S. M. C. and Martinho, J.",
	title = "From tech to touch: Self-concept and testimonials in AR try-on versus website",
	journal = "Journal of Research in Interactive Marketing",
	year = "2023",
	volume = "N/A",
	number = "",
	doi = "10.1108/JRIM-07-2023-0222",
	url = "https://www.emerald.com/insight/content/doi/10.1108/JRIM-07-2023-0222/full/html"
}
Exportar RIS 
TY  - JOUR
TI  - From tech to touch: Self-concept and testimonials in AR try-on versus website
T2  - Journal of Research in Interactive Marketing
VL  - N/A
AU  - Aleem, A.
AU  - Loureiro, S. M. C.
AU  - Martinho, J.
PY  - 2023
SN  - 2040-7122
DO  - 10.1108/JRIM-07-2023-0222
UR  - https://www.emerald.com/insight/content/doi/10.1108/JRIM-07-2023-0222/full/html
AB  - Purpose
One of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept and testimonials through an augmented reality (AR) try-on app versus a website.

Design/methodology/approach
An online survey was conducted with 222 participants, in which they were randomly exposed to two scenarios: AR try-on app or website experience and positive versus negative reviews presence.

Findings
The findings indicate positive effects of ideal self-congruence on purchase intention and confidence in fit. Low self-esteem consumers experience greater ideal self-congruence using AR when compared to the website. Confidence in fit partially mediates between ideal self-congruence and purchase intention. Higher levels of diagnosticity of reviews conduct to higher levels of purchase intention.

Originality/value
This study contributes to interactive marketing by exploring the effect of appearance self-esteem in the relationship between AR app versus website and ideal self-congruence and how this influences consumer behavior. In addition, the study also emphasizes the role of testimonials in shaping consumer intentions.
ER  -