Philipp A. Rauschnabel
Universität der Bundeswehr München(DE)University of Bamberg(DE)
Publications by Year
Research Areas
Digital Marketing and Social Media, Technology Adoption and User Behaviour, Virtual Reality Applications and Impacts, Consumer Behavior in Brand Consumption and Identification, Consumer Retail Behavior Studies
Most-Cited Works
- → Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy(2022)2,477 cited
- → Setting the future of digital and social media marketing research: Perspectives and research propositions(2020)2,320 cited
- → Elements of strategic social media marketing: A holistic framework(2016)824 cited
- → What is XR? Towards a Framework for Augmented and Virtual Reality(2022)793 cited
- → Metaverse marketing: How the metaverse will shape the future of consumer research and practice(2022)785 cited
- → Augmented reality marketing: How mobile AR-apps can improve brands through inspiration(2019)679 cited