Skip to content
Startseite » Publications


Publications on Google Scholar

You can find an updated publication list on Google Scholar . I can share personal copies via Research Gate Many papers are published as “open access”, i.e., are free to download

Papers on Metaverse and Augmented Reality

Basic work Augmented Reality & Virtual Reality

  1. Rauschnabel, P. A., Felix, R., Hinsch, C., Shahab, H., & Alt, F. (2022). What is XR? Towards a Framework for Augmented and Virtual Reality. Computers in Human Behavior, 133, 107289.
  2. Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150.
  3. Gatter, S., Hüttl‐Maack, V., & Rauschnabel, P. A. (2022). Can augmented reality satisfy consumers‘ need for touch?. Psychology & Marketing, 39(3), 508-523.
  4. Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49(C), 43-53.
  5. Von der Au, S.; Rauschnabel, P.A.; Felix, R.; Hinsch, C. (2023): Context in Augmented Reality Marketing: Does the Place of Use matter? Psychology & Marketing, forthcoming

Further literature on Augmented Reality & Virtual Reality

  1. Rauschnabel, P. A. (2018). Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses. Psychology & Marketing, 35(8), 557-572.
  2. Zanger, V., Meißner, M., & Rauschnabel, P. A. (2022). Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing.
  3. Rauschnabel, P. A. (2021). Augmented reality is eating the real-world! The substitution of physical products by holograms. International Journal of Information Management, 57, 102279.
  4. Schein, K. E., & Rauschnabel, P. A. (2021). Augmented reality in manufacturing: exploring workers’ perceptions of barriers. IEEE Transactions on Engineering Management.
  5. Rauschnabel, P. A., Rossmann, A., & tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, 76, 276-286.
  6. Heller, J., Mahr, D., de Ruyter, K., Schaap, E., Hilken, T., Keeling, D. I., … & Rauschnabel, P. A. (2023). An interdisciplinary Co-authorship networking perspective on AR and human behavior: Taking stock and moving ahead. Computers in Human Behavior, 143, 107697.
  7. Herz, M., & Rauschnabel, P. A. (2019). Understanding the diffusion of virtual reality glasses: The role of media, fashion and technology. Technological Forecasting and Social Change, 138, 228-242.
  8. Hinsch, C., Felix, R., & Rauschnabel, P. A. (2020). Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing. Journal of Retailing and Consumer Services, 53, 101987.
  9. Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J. G., Balakrishnan, J., … & Wirtz, J. (2022). Metaverse marketing: how the metaverse will shape the future of consumer research and practice. Psychology & Marketing.
  10. Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., … & Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
  11. Shahab, H., Mohtar, M., Ghazali, E., Rauschnabel, P. A., & Geipel, A. (2022). Virtual Reality in Museums: Does It Promote Visitor Enjoyment and Learning?. International Journal of Human–Computer Interaction, 1-18.
  12. tom Dieck, M. C., Jung, T. H., & Rauschnabel, P. A. (2018). Determining visitor engagement through augmented reality at science festivals: An experience economy perspective. Computers in Human Behavior, 82, 44-53.
  13. Rauschnabel, P. A., He, J., & Ro, Y. K. (2018). Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks. Journal of Business Research, 92(C), 374-384.
  14. Rauschnabel, P. A., Hein, D. W., He, J., Ro, Y. K., Rawashdeh, S., & Krulikowski, B. (2016). Fashion or technology? A fashnology perspective on the perception and adoption of augmented reality smart glasses. i-com, 15(2), 179-194.
  15. Rauschnabel, P. A., & Ro, Y. K. (2016). Augmented reality smart glasses: An investigation of technology acceptance drivers. International Journal of Technology Marketing, 11(2), 123-148.
  16. Rauschnabel, P. A., Brem, A., & Ivens, B. S. (2015). Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables. Computers in Human Behavior, 49, 635-647.

Speaking and Workshops

I regularly present at scientific conferences, industry meetings, seminars, and research events. This also includes assessments of strategies in front of decision makers of leading IT companies. Depending on the occasion and the audience, these tend to be scientific or practical – and thus 100% formula-free.

Conferences & Events

  • AWE – Augmented World Expo
  • intl. AR VR Conference (2017, 2019 (inkl. Keynote), 2020 (inkl.Keynote), 2022 (inkl. Keynote)
  • i4C Munich
  • New Realities Conference
  • Social Media Night (2012, 2014, 2019)
  • European Marketing Academy (EMAC)
  • American Marketing Association (AMA)
  • Several associations

Interview Statements on Augmented Reality / Metaverse and other topics

  • Zeitungen, bspw. Handelsblatt, Süddeutsche Zeitung usw.
  • TV, bspw. ZDF, ZDF Stream, BR, Sat1, Welt TV (N24) etc.
  • Fachzeitschriften, bspw. IT Zoom
  • Podcasts, bspw.
  • div. Onlinemedien & Blogs

Executive/Professionel Education

  • Metaverse / XR Workshops (Executive Education) at MCI Innsbruck (MBA) since 2017
  • MCI Innsbruck Professional Education, XR and Digital Marketing/Corporate Communications (seit 2020)
  • MCI Innsbruck, Tourisum Masterprogramm (XR, Business Models)
  • Uni Hohenheim AR Marketing
  • Leuphana Universität Lüneburg (AR Marketing, AR/VR Grundlagen)
  • Uni Bamberg (AR Marketing and Branding)
  • Guest talks (e.g., University of Lancester, Manchester Metropolitan University, Uni Würzburg, TH Nürnberg, Mainz, usw.) und Associations (bdvb, XRB, GI, usw).
  • Trainings/workshops in companies on Digitization and XR