Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinants
Type of the article: Research Article AbstractIn the context of ongoing digital transformation, augmented reality is increasingly reshaping consumer-brand interactions, particularly in marketing domains. This paper aims to investigate how augmented reality improves consumer interactivity, brand awa...
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| Language: | English |
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LLC "CPC "Business Perspectives"
2025-07-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22621/IM_2025_03_Salhab.pdf |
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| author | Hanadi A. Salhab |
| author_facet | Hanadi A. Salhab |
| author_sort | Hanadi A. Salhab |
| collection | DOAJ |
| description | Type of the article: Research Article
AbstractIn the context of ongoing digital transformation, augmented reality is increasingly reshaping consumer-brand interactions, particularly in marketing domains. This paper aims to investigate how augmented reality improves consumer interactivity, brand awareness, and purchasing behavior in Jordan’s telecom industry. Selected by stratified random sampling, the 481 participants were subscribers of Jordanian telecom. They were qualified based on their expertise utilizing augmented reality capabilities in telecom mobile apps and reflected different age and gender groupings.AMOS-based Structural Equation Modeling was used to validate the conceptual model. The results illustrate that augmented reality adoption greatly influences brand awareness (β = 0.60, p < 0.001) and consumer interaction (β = 0.55, p < 0.001). Adoption is influenced positively by technological readiness (β = 0.35, p = 0.020) and infrastructure support (β = 0.40, p = 0.010), and is negatively influenced by concerns related to cybersecurity (β = –0.20, p = 0.045). Cultural alignment strongly moderates augmented reality strategy effectiveness (β = 0.38, p = 0.025). Besides, brand recognition (β = 0.45, p < 0.001) and consumer engagement (β = 0.50, p < 0.001) have extremely high correlations with consumer purchase intention.The findings suggest that Jordan’s telecom industry should integrate augmented reality content with local cultural norms to generate confidence, tighten cybersecurity protocols to lessen consumer resistance, and upgrade digital infrastructure for smooth augmented reality experiences. These coordinated initiatives are needed to increase consumer engagement and augmented reality branding in digital markets. |
| format | Article |
| id | doaj-art-9f005ccbff224fce98485943b9985199 |
| institution | DOAJ |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-9f005ccbff224fce98485943b99851992025-08-20T03:18:08ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-07-0121310311610.21511/im.21(3).2025.0822621Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinantsHanadi A. Salhab0https://orcid.org/0000-0002-4985-319XPh.D., Assistant Professor, Department of eMarketing, Faculty of Business, Middle East University, JordanType of the article: Research Article AbstractIn the context of ongoing digital transformation, augmented reality is increasingly reshaping consumer-brand interactions, particularly in marketing domains. This paper aims to investigate how augmented reality improves consumer interactivity, brand awareness, and purchasing behavior in Jordan’s telecom industry. Selected by stratified random sampling, the 481 participants were subscribers of Jordanian telecom. They were qualified based on their expertise utilizing augmented reality capabilities in telecom mobile apps and reflected different age and gender groupings.AMOS-based Structural Equation Modeling was used to validate the conceptual model. The results illustrate that augmented reality adoption greatly influences brand awareness (β = 0.60, p < 0.001) and consumer interaction (β = 0.55, p < 0.001). Adoption is influenced positively by technological readiness (β = 0.35, p = 0.020) and infrastructure support (β = 0.40, p = 0.010), and is negatively influenced by concerns related to cybersecurity (β = –0.20, p = 0.045). Cultural alignment strongly moderates augmented reality strategy effectiveness (β = 0.38, p = 0.025). Besides, brand recognition (β = 0.45, p < 0.001) and consumer engagement (β = 0.50, p < 0.001) have extremely high correlations with consumer purchase intention.The findings suggest that Jordan’s telecom industry should integrate augmented reality content with local cultural norms to generate confidence, tighten cybersecurity protocols to lessen consumer resistance, and upgrade digital infrastructure for smooth augmented reality experiences. These coordinated initiatives are needed to increase consumer engagement and augmented reality branding in digital markets.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22621/IM_2025_03_Salhab.pdfaugmented realitybrand recognitionconsumer engagementcultural alignmentcybersecuritytechnological readiness |
| spellingShingle | Hanadi A. Salhab Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinants Innovative Marketing augmented reality brand recognition consumer engagement cultural alignment cybersecurity technological readiness |
| title | Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinants |
| title_full | Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinants |
| title_fullStr | Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinants |
| title_full_unstemmed | Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinants |
| title_short | Augmented reality and consumer behavior in Jordan’s telecom sector: Cultural and technological determinants |
| title_sort | augmented reality and consumer behavior in jordan s telecom sector cultural and technological determinants |
| topic | augmented reality brand recognition consumer engagement cultural alignment cybersecurity technological readiness |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22621/IM_2025_03_Salhab.pdf |
| work_keys_str_mv | AT hanadiasalhab augmentedrealityandconsumerbehaviorinjordanstelecomsectorculturalandtechnologicaldeterminants |