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Browsing Humanities by Author "Abdelrazeq, Sohaib"

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    FROM RESEARCH TRENDS TO REAL-WORLD IMPACT: BIBLIOMETRIC AND QUANTITATIVE INSIGHTS INTO AUGMENTED REALITY IN MARKETING
    (An Najah National University, 2025-06-18) Abdelrazeq, Sohaib
    Research paper 1: From Vision to Reality: A Systematic and Bibliometric Review of Augmented Reality Research (1998–2024) As the importance of implementing Augmented Reality (AR) in industries increases, there has been an emerging cross-domain AR research focus with multiple review and meta-analysis publications. Nevertheless, previous studies have highlighted particular gaps in the approaches taken, bringing about ill-defined conceptual frameworks and explaining the approaches taken differently. This calls for a focused review that covers the historical and current progress made, emerging features of AR, and traces its branches into the future. To fill this gap, the current study undertakes a comprehensive thematic review of social commerce research concerning AR, organized into two periods: 1998-2017 and 2018-2024. The research draws on the Web of Science database, employing bibliometric analysis and using SciMAT and VOSviewer software for science mapping. The findings highlight a number of areas of focus that include, in the earlier period: diffusion, consumption, ease of use, shopping, and marketing, while in the later period themes included: innovation, tourism, satisfaction, brand, enjoyment, artificial intelligence (AI), and credibility. By providing this in-depth thematic review based on bibliometric analysis, the study not only seeks to fill gaps within the existing literature, but also enhances the overall comprehension of how AR research has evolved over the years. Research paper 2: Exploring the Impact of Augmented Reality Experiences: A Quantitative Analysis of User Perceptions and Behaviours The relevance of Artificial Intelligence (AI) in recent years has been clearly demonstrated across the business. However, using AI as a tool for driving sales remains an emerging and evolving area of research. This study has a twofold objective: first, to examine the influence of Augmented Reality (AR) on individuals’ purchasing decisions; and second, to analyze the key factors that drive purchases within the context of social businesses, with a particular focus on Palestine. To achieve this, an experimental study was designed in which participants watched a video and then completed a survey. A total of 205 valid responses were collected and analysed with using Structural Equation Modelling (SEM). The results expose that AI and especially AR applications have a significant impact on consumer purchase intentions. Besides, several factors were recognised as mediators in the relationship between AI motivated tools and sales growth, particularly within the context of AR improved experiences. This research offers valuable insights for both academic theory and business practice by extending our understanding of how AR shapes user response and contributes to the development of sales strategies in developing social business surroundings.