The Pokémonisation of the first moment of truth

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dc.contributor.author Ramadan, Zahy B.
dc.contributor.author Farah, Maya F.
dc.date.accessioned 2018-03-15T10:04:56Z
dc.date.available 2018-03-15T10:04:56Z
dc.date.copyright 2017 en_US
dc.date.issued 2018-03-15
dc.identifier.issn 1741-8216 en_US
dc.identifier.uri http://hdl.handle.net/10725/7210 en_US
dc.description.abstract The gamification of retail, helped essentially by the development of augmented reality, is hailed today as being the reverser of declining retail sales trends. With the rapid expansion and adoption of the Pokémon Go augmented reality game, there is a dire need to understand the true implications of this game app on brands and retailers alike. Given that studies on the risks attributed to the actual gamification of augmented reality are still scarce, this paper establishes an early understanding on this subject and expands the discussion on the potential negative implications of the commoditisation of augmented reality. Based on an exploratory qualitative design whereby 24 experts in the marketing field were interviewed, this study develops the currently narrow theoretical and practical understanding of how these apps could affect retailers. In sum, the study proposes a pioneering direction on the likely negative implications that gaming platforms such as Pokémon Go could have on the first moment of truth. en_US
dc.language.iso en en_US
dc.title The Pokémonisation of the first moment of truth en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.idnumber 199705300
dc.author.department Department of Hospitality Management and Marketing (HMKT) en_US
dc.description.embargo N/A en_US
dc.relation.journal International Journal of Web Based Communities en_US
dc.journal.volume 13 en_US
dc.journal.issue 2 en_US
dc.article.pages 262-277 en_US
dc.identifier.doi https://doi.org/10.1504/IJWBC.2017.084417 en_US
dc.identifier.ctation Ramadan, Z. B., & Farah, M. F. (2017). The Pokémonisation of the first moment of truth. International Journal of Web Based Communities, 13(2), 262-277. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.inderscienceonline.com/doi/abs/10.1504/IJWBC.2017.084417 en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US

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