P
Philipp A. Rauschnabel
Researcher at Bundeswehr University Munich
Publications - 76
Citations - 5677
Philipp A. Rauschnabel is an academic researcher from Bundeswehr University Munich. The author has contributed to research in topics: Augmented reality & Social media. The author has an hindex of 28, co-authored 65 publications receiving 3101 citations. Previous affiliations of Philipp A. Rauschnabel include University of Bamberg & University of Michigan.
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Journal ArticleDOI
Setting the future of digital and social media marketing research: Perspectives and research propositions
Yogesh K. Dwivedi,Elvira Ismagilova,D. Laurie Hughes,Jamie Carlson,Raffaele Filieri,Jenna Jacobson,Varsha Jain,Heikki Karjaluoto,Hajer Kefi,Anjala S. Krishen,Vikram Kumar,Mohammad Mahmudur Rahman,Ramakrishnan Raman,Philipp A. Rauschnabel,Jennifer Rowley,Jari Salo,Gina A. Tran,Yichuan Wang +17 more
TL;DR: This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where it highlights the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
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Elements of strategic social media marketing: A holistic framework
TL;DR: In this paper, the authors apply a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing, and propose an integrative framework that expands beyond marketing theory.
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Full length articleWearable technologies: The role of usefulness and visibility in smartwatch adoption
Stephanie Hui-Wen Chuah,Philipp A. Rauschnabel,Nina Krey,Bang Nguyen,Thurasamy Ramayah,Shwetak Lade +5 more
TL;DR: In this article, the authors developed a theoretical model grounded in technology acceptance and social psychology literatures to understand why some people are more likely to adopt smartwatches than others, and revealed perceived usefulness and visibility as important factors that drive adoption intention.
Journal ArticleDOI
Wearable technologies
Stephanie Hui-Wen Chuah,Philipp A. Rauschnabel,Nina Krey,Bang Nguyen,Thurasamy Ramayah,Shwetak Lade +5 more
TL;DR: Empirical results reveal perceived usefulness and visibility as important factors that drive adoption intention, suggesting that smartwatches represent a type of fashnology (i.e., fashion and technology).
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An adoption framework for mobile augmented reality games: The case of Pokémon Go
TL;DR: The results show that hedonic, emotional, and social benefits and social norms drive consumer reactions while physical risks (but not data privacy risks) hinder consumer reactions.