The Role of Augmented Reality in The Online Shopping Experience: How Can Clothing Brands Use Mobile Augmented Reality Applications to Offer a More Immersive Shopping Experience to Their Customers?.

Abstract

This study aims to explore the potential of augmented reality (AR) in enhancing the online shopping experience for customers of clothing brands. It investigates the effective utilization of mobile AR applications by clothing brands to offer a more immersive and interactive shopping experience. This research fills a void in the literature concerning the specific application of AR in the clothing industry, making it a crucial contribution.