Augmented reality (AR) is a technology that overlays user surroundings with computer-generated images (Baek et al., 2016). It provides users with an enhanced view of their environment with digital content such as text, pictures, videos, three-dimensional (3D) objects, and even tactile and olfactory experiences (Du et al., 2022). This technology has significant potential for use in advertising, enabling realistic product visualisations and virtual product try-ons via social media (Baek et al., 2016).

• Dr Syarifah Nurleyana Wafa(Multimedia University, Malaysia)
• Dr Julie Bilby(Xi’an Jiaotong-Liverpool University, China)
• Dr Lukas Parker(RMIT University, Australia)