In recent years E-commerce platforms recommend some products for consumers based on their shopping history and user persona. However, sometimes, unfamiliar products or styles would be recommended to consumers unintentionally or intentionally. Curiosity drives consumers to try but this idea would be declined with the consideration of product fit uncertainty. Augmented Reality (AR) is the integration of digital information with the user‘s environment in real-time (Hilken et al. 2018), it can deal with issues related to physical apprehension that hinder consumers’ online shopping (i.e, clothes, cosmetics), especially for the unfamiliar style. This study aims to investigate whether AR technology could improve consumers' purchase likelihood. Augmented Reality (AR) can enhance customer experiences in a multichannel environment (Hilken et al. 2017). AR Integrates online experiences into the offline experience (Hilken et al. 2018), such as virtual try-on or magic mirrors. Customers often find it difficult to imagine how firms’ products and services fit them personally or fit with their environment (Hilken et al. 2018). Drawn on AR, consumers can easily evaluate the fitness between themselves and the selected products. Prior studies have explored the different underlying processes of why AR technology could improve consumer purchase intention and customer experience. For instance, according to the situated cognition theory, AR creates a feeling of spatial presence (Hilken et al. 2017). The usage of AR benefits mental imagery, improving decision comfort (Heller et al. 2019). AR can compensate for consumers’ need for touch and offer hedonic and/or utilitarian benefits (Gatter et al. 2022). Based on media richness theory, AR offers more information for customers (Hoffmann et al. 2022), which represents a fitting concept for customers to evaluate the product (Javornik 2016).

Voice assistant devices (VADs), driven and improved by artificial intelligence, have been adapted for consumers (e.g., Hey Google and Alexa) and are widely used for their daily lives (Guha et al., 2022; Rabassa, Sabri, & Spaletta, 2022). Consumers benefit from the use of a VAD as it makes their daily lives more convenient, more comfortable, and simpler (Zierau et al., 2022). At the same time, companies can also benefit from interactions with VADs by collecting consumer-related data and storing it in large databases for marketing purposes (Guha et al., 2022; Rabassa et al., 2022).

Today, customers experience a multitude of online and offline touchpoints along their shopping journeys. A customer touchpoint is defined as a direct or indirect encounter with a firm along shopping process (Baxendale et al., 2015). Touchpoints can be oneway or two-way interactions between customers and firms (Verhoef, Kannan, & Inman, 2015). Instant experiences are initiated by firms, others or by customers themselves. These experiences influence customer’s overall experience with brands, and furthermore, have impact on customers' subsequent attitude and behaviour. Another important question for managers is to decide whether to aim for creating frequent encounters: focus on volume, or creating instant experiences with stronger positive-emotional response: focus on valence. Prior research investigated different touchpoints separately and mostly focused on the effect of the volume of touchpoint encounters on attitudes and behaviour. Taking a holistic perspective, we investigate the effects of volume and valence of customers’ previous experiences of firm, others and customer initiated touchpoints on satisfaction and current purchases. We employed a real-time tracking method where respondents reported their touchpoint experiences via a mobile phones, each time they encountered the focal brand in a 4- week period in supermarket, healthcare and banking categories. We employ a twostep dynamic Heckman Probit model to investigate the impact of volume and valence of touchpoints on customer behaviour, and a multivariate regression to investigate the touchpoint effects on brand satisfaction along customer journeys. Our results reveal that brand satisfaction is mostly explained by the effect of touchpoint valence and not touchpoint volume. Our behaviour model reveals that the volume, rather than valence, of previous customer initiated purchases and transactions impacts the frequency of current purchases.

Many fashion brands have established brand pages or accounts in social media platforms as a vehicle to promoting brand and managing customer relationship. Customers’ interaction in social media with other customers and brand page maintainers could attract their attention of the brand and inform their purchase decision. Despite the significance of the interaction in social media, there has limited attention on the social media using experience specified in fashion brand area. Drawing on theories and concepts from diverse areas including social media marketing, consumer psychology, and fashion brand management, this study propose four dimensional of social media using experience to understand how the experience with fashion brand page could enhance customers’ fashion consciousness and status consumption behavior. Data collected from customers who following main fashion brand pages in Instagram and used to test the hypotheses. Implications for research on social media marketing of fashion brand are discussed.

Experiences as the basis for value creation and competitive positioning are increasingly placed at the center of luxury marketing activities to create an emotional customer-brand relationship. Especially in the luxury travel and tourism market, the demand for brand experiences becomes apparent and is reflected in a wide range of services ranging from transport and accommodation to entertainment and relaxation. The cruise ship industry as the fastest growing sector in luxury tourism provides a holistic experiential package designed to meet the travelers’ expectations for pleasure and satisfaction. The aim of this paper is to empirically investigate antecedents of consumer luxury value perception and related consumption behavior with practical implications for the successful management of luxury brands. With special focus on brand experiences in luxury tourism and the cruise industry, the results of our empirical study reveal that luxury consumers have an increasing demand for personal and authentic experiences combined with a rising concern regarding ethical and environmental values. As a consequence, addressing brand experience and sustainability orientation as key elements of customer value perception is a promising way to create successful differentiation strategies in the luxury travel and tourism industry.