Intro
Preface
International XR Conference 2022
Scientific Committee
Contents
Marketing, Retail and Storytelling
What is the Metaverse? Challenges, Opportunities, Definition, and Future Research Directions
1 Introduction
2 Methodology
2.1 Identifying the Research Questions
2.2 Identifying the Relevant Studies
2.3 Selecting the Relevant Studies
2.4 Charting the Data
2.5 Collating, Summarizing, and Reporting the Results
3 Scoping review
3.1 Number of Articles
3.2 Publications by Year
3.3 Publication Types
3.4 Geography of Publications

3.5 Contexts
3.6 Definitions
4 Business and Management Papers Scoping Review
4.1 Publications by Year
4.2 Publication Types
4.3 Geography of Publications
4.4 Theory
4.5 Methodology
4.6 Context
4.7 Applications
4.8 Themes
5 Discussion and Conclusion
5.1 General Discussion
5.2 Theoretical Contributions
5.3 Practical Implications
5.4 Limitations and Future Research
References
"Opening and Closing Virtual Reality" The Effects of Openness on Interpretation of and Attitude Towards Virtual Reality Advertisements
1 Introduction
2 Literature Review

3 Methodology
3.1 Participants
3.2 Design
3.3 Measurements
4 Findings
4.1 Interpretation Results
4.2 Attitude Results
4.3 Attention Results
5 Conclusion
5.1 Considerations for the Advertising Industry
5.2 Limitations
References
AR In-Store Solutions for Different Fashion Retail Environments: Retailers' Perspectives
1 Introduction
2 Literature Review
2.1 COVID-2019 and Consumer Demand
2.2 Different Retail Environments
3 Methodology
4 Results
4.1 Attitude
4.2 Technology Acceptance
4.3 Shopping Experience Offer to Consumers

5 Discussion
5.1 Attitude
5.2 Technology Acceptance
5.3 Effective Shopping Experience
6 Conclusion
References
How Cognitive Flexibility Affects Sense of Power in a Coffee Virtual Setting: The Moderating Role of Personality Traits
1 Introduction
2 Literature Review and Hypotheses Development
3 Methodology
4 Results
5 Conclusion and Implication
References
The Great Unknown: How Brand Familiarity Affects the Relationship Between Augmented Reality and Brand Attitude in the Retail Industry
1 Introduction
2 Theory and Hypotheses
3 Methodology

3.1 Study Design
3.2 Participants
3.3 Stimulus Material
3.4 Procedure
3.5 Variables and Measurement Instrument
4 Results
5 Discussion
References
Augmented Reality (AR) Brand Storytelling: The Role of Flow in Attitude Formation and Associative Learning
1 Introduction
2 Theoretical Framework
2.1 Four Dimensions of Flow
2.2 Flow and AR Brand Storytelling
2.3 Explaining Effects on Brand Attitude via Flow
2.4 Explaining Effects on Brand Associations via Flow
2.5 Relative Effects of Flow Dimensions
3 Methods
3.1 Participants and Procedure