Sergio Barta
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View article: Enhancing student memorisation through teacher webcam usage and the interplay of social presence
Enhancing student memorisation through teacher webcam usage and the interplay of social presence Open
This study explores the impact of teachers’ webcam activation on students’ cognitive processes and learning outcomes within online education. It investigates how the presence of teachers’ webcams influences visual attention, cognitive load…
View article: Augmented reality experiences: Consumer‐centered augmented reality framework and research agenda
Augmented reality experiences: Consumer‐centered augmented reality framework and research agenda Open
Since the launch of Pokémon Go, augmented reality (AR) has been one of the main research areas within new technologies. Integrating digital elements into the physical world presents exceptional opportunities for different sectors, enabling…
View article: Avatar creation in the metaverse: A focus on event expectations
Avatar creation in the metaverse: A focus on event expectations Open
The metaverse has revolutionized the way event experiences are virtualized, as this cutting-edge technology is especially capable of fostering dynamic interactivity among avatars. However, few empirical studies have explored the creation o…
View article: Consequences of consumer regret with online shopping
Consequences of consumer regret with online shopping Open
Negative online reviews can significantly hurt future sales. After impulsive decisions, consumers may feel regret and write negative online reviews. Two studies are conducted to understand the origin and consequences of negative reviews ac…
View article: How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process
How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process Open
Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the prepurchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce the…
View article: How implementing the UN sustainable development goals affects customers’ perceptions and loyalty
How implementing the UN sustainable development goals affects customers’ perceptions and loyalty Open
When firms work to achieve the UN Sustainable Development Goals (SDGs), they contribute to environmental protection and social and economic welfare. But what are the implications for the firms themselves, particularly in terms of potential…
View article: Metaverse marketing: How the metaverse will shape the future of consumer research and practice
Metaverse marketing: How the metaverse will shape the future of consumer research and practice Open
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural…
View article: The role of flow consciousness in consumer regret
The role of flow consciousness in consumer regret Open
Purpose This research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their fe…