Three faculty members from the Department of Management and Marketing in the College of Charleston’s School of Business have co-written an article that will be published in the Journal of Business Research.

Jennifer B. Barhorst, Esta Shah and Rhonda Mack – along with Graeme McLean from the University of Strathclyde – wrote the article, “Blending the Real and Virtual World: Exploring the Role of Flow in Augmented Reality Experiences,” after their conference paper, “Exploring the Antecedents and Consequences of Augmented Reality on Brand Experiences – A Longitudinal Perspective,” won the best paper award at the 5th annual International Augmented and Virtual Reality Conference in Munich, Germany, last year.

The research team used the popular 19 Crimes wine app to explore how augmented reality can influence positive consumer outcomes through creating more immersive experiences when compared to more traditional shopping experiences. The production of the experiment was in collaboration with Jack Wolfe, a former instructional technologist with the College’s Teaching and Learning Team (TLT), who helped to film the augmented reality experience in Charleston wine shop Wine & Company.

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The article will appear in a special issue of the Journal of Business Research, the top-ranked Google Scholar marketing journal and an A-ranked publication on the Australian Business Deans Council (ABDC) Journal Quality List with an impact factor 4.874.


Pictured above, left to right: Esta Shah, Jennifer Barhorst and Jack Wolfe.