Purpose This paper aims to analyze the present status of customer support services (CSS)
and advocate the re-positioning of support services from an administrative cost center to a …

Consumers can get disengaged from advertisements, but there is scarce research that examines
advertising disengagement. Extant research lacks a clear, comprehensive definition of …

The digital era has led to the extension of self into virtual space, resulting in changes to
consumption patterns. The existing academic landscape in this area focuses on Western …

Immersive technologies, including augmented reality (AR), virtual reality (VR), mixed reality (MR),
and three-dimensional (3D) views, are digitally expanding consumers’ reality, …

Customer support service is emerging as a vital component of superior customer experiences;
nonetheless, it is often considered a post-purchase touchpoint. A dearth of research …

Purpose This paper examines what the use of an augmented reality (AR) makeup mirror
means to consumers, focusing on experiential consumption and the extended self. Design/…

Today, digital tools offer multiple avenues for consumers to learn about themselves. Self‐discovery
or knowing “who am I” is fundamental to our everyday experience. However, there is …

Artificial intelligence is playing an integral role in enhancing business operations.
Organizations are now expected to evaluate how and not if they can automate their business …

Purpose This study aims to develop an empathetic and user-centric customer support
service design model. Though service design has been a critical research focus for several …

Creative skills are often regarded as a vital asset for marketing professionals. Unprecedented
technology-driven shifts have further accentuated the need for creativity in marketing. …