The DOI matches its Crossref record; 36 of the 36 references it cites were found in a registry or an index.
Making omnichannel an augmented reality: the current and future state of the art
Open accessAbstract
Purpose: This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR. Design/methodology/approach: Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey. Findings: AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike. Originality/value: Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cites
Understanding customer experience throughout the customer journey
Lemon, K. N., & Verhoef, P. C. (2016) · Journal of Marketing · doi:10.1509/jm.15.0420 · Cited by 5,765
Six views of embodied cognition
Wilson, M. (2002) · Psychonomic Bulletin & Review · doi:10.3758/bf03196322 · Cited by 4,782
Recent advances in augmented reality
Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001) · IEEE Computer Graphics and Applications · doi:10.1109/38.963459 · Cited by 4,148
Yim, M. Y.-C., Chu, S.-C., & Sauer, P. L. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2017.04.001 · Cited by 1,142
Wang, X., Yu, C., & Wei, Y. (2012) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2011.11.004 · Cited by 1,060
A Typology of Technology‐Enhanced Tourism Experiences
Neuhofer, B., Buhalis, D., & Ladkin, A. (2014) · International Journal of Tourism Research · doi:10.1002/jtr.1958 · Cited by 722
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0541-x · Cited by 693
Self-citationJavornik, A. (2016) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2016.02.004 · Cited by 685
Shared Reality: Experiencing Commonality with others' Inner States about the World
Echterhoff, G., Higgins, E. T., & Levine, J. M. (2009) · Perspectives on Psychological Science · doi:10.1111/j.1745-6924.2009.01161.x · Cited by 677
Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
Batra, R., & Keller, K. L. (2016) · Journal of Marketing · doi:10.1509/jm.15.0419 · Cited by 632
Cited by
Transforming the Customer Experience through New Technologies
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2020.04.001 · Cited by 1,049
Consumer decision‐making in omnichannel retailing: Literature review and future research agenda
Mishra, R., Singh, R. K., & Koles, B. (2021) · International Journal of Consumer Studies · doi:10.1111/ijcs.12617 · Cited by 401
Brannon Barhorst, J., McLean, G., Shah, E., & Mack, R. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2020.08.041 · Cited by 293
Going on a journey: A review of the customer journey literature
Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2020.12.028 · Cited by 282
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019) · Journal of Retailing · doi:10.1016/j.jretai.2019.10.008 · Cited by 271
Self-citation
Metadata
- Authors
- Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K.
- Venue
- Journal of Research in Interactive Marketing
- Publisher
- Emerald
- Published
- 2018-10-08
- Volume
- 12
- Issue
- 4
- Pages
- 509-523
- ISSN
- 2040-7122 (ISSN-L)
- OpenAlex
- W2807709086
- Cited by
- 266
- References
- 36
- FWCI
- 10.72
- Type
- journal article
- Language
- en
- Open access
- hybrid
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: Making omnichannel an augmented reality: the current and future state of the art. https://app.cochat.ai/papers/10.1108/jrim-01-2018-0023
- The paper
- Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: the current and future state of the art. Journal of Research in Interactive Marketing. https://doi.org/10.1108/jrim-01-2018-0023
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
