The emperor’s new clothes: self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes
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DOI: 10.1108/jsm-04-2022-0137
Abstract: Purpose Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration… read more here.
Keywords: explorative engagement; exploration styles; self explorative; brand ... See more keywords