Faculty Members Publish Article in Prestigious Journal
The Department of Management and Marketing within the College of Charleston’s School of Business has achieved a big milestone. Three faculty members, Jennifer B. Barhorst, Esta Shah, and Rhonda Mack, have co-written an article that might be published within the Journal of Business Research.
Background and Inspiration
The article, "Blending the Real and Virtual World: Exploring the Role of Flow in Augmented Reality Experiences," was written in collaboration with Graeme McLean from the University of Strathclyde. The idea for the article originated from a conference paper, "Exploring the Antecedents and Consequences of Augmented Reality on Brand Experiences – A Longitudinal Perspective," which won one of the best paper award on the fifth annual International Augmented and Virtual Reality Conference in Munich, Germany.
The Research Study
The research team used the favored 19 Crimes wine app to explore how augmented reality can influence positive consumer outcomes. They created an immersive experience and compared it to traditional shopping experiences. The production of the experiment was a collaborative effort with Jack Wolfe, a former instructional technologist with the College’s Teaching and Learning Team (TLT). The augmented reality experience was filmed in a Charleston wine shop, Wine & Company.
Publication and Recognition
The article will appear in a special issue of the Journal of Business Research, a top-ranked Google Scholar marketing journal with an impact factor of 4.874. This publication is a big achievement, because the Journal of Business Research is an A-ranked publication on the Australian Business Deans Council (ABDC) Journal Quality List.
Conclusion
The publication of this text is a testament to the modern research being conducted by the school members on the College of Charleston’s School of Business. The study’s findings have the potential to shape the longer term of selling and consumer experiences. Jennifer B. Barhorst, Esta Shah, and Rhonda Mack’s work demonstrates the school’s commitment to excellence in research and education. Their achievement serves as an inspiration to students and school alike, showcasing the probabilities of interdisciplinary collaboration and modern research.
