I am Philipp Rauschnabel and have been Professor of Digital Marketing and Media Innovation at UniBw Munich since 2018. Before that, I was at the University of Michigan Dearborn (USA) and at the Uni Bamberg, among others. My research revolves around Augmented Reality (AR) and related concepts (MR, XR, VR etc.). According to a recent ranking by Microsoft Academics, I am one of the top 5 AR researchers worldwide based on citations in the last five years. I have (co-)authored more than 20 academic publications that provide conceptual or empirical insights into the impact of AR on customers and future management practices – and thus on society at large.

Augmented Reality & Metaverse

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