الفهرس 
The Impact of Augmented Reality Advertising characteristics on Purchasing Intention behind COVID-19
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Abstract
The main objective of this study is to study the impact of augmented reality advertising (AR Ad) characteristics that affect purchasing intentions in the Egyptian furniture industry , as well as by studying the mediating role of customer experience components (emotional, cognitive, and social experience) in interfering with the relationship between ease of use, interactivity, and telepresence of AR Ad and purchasing intention, respectively. Thereafter, a quantitative method was conducted using a post-test experimental design with a non-probability quota sample for collecting data and determining the causal effect of AR Ad on purchasing intention. Over a period of two months, a single cross-sectional design was employed to gather the self-administered offline questionnaire from 400 Egyptian young adult (millennials) participants. The findings reveal that Ads in an AR context is more influential in stimulating customers’ purchasing intentions than those in a non-AR context. Accordingly, augmented reality advertising characteristics significantly positively impact consumers’ purchasing intention in the Egyptian furniture industry. The results also revealed that customer experience components (emotional, cognitive, and social experience) played the most significant mediating role in interfering with the relationship between ease of use, interactivity, and telepresence) of the AR Ads and purchasing intention. The implications of the research are discussed from a theoretical, practical, and policymakers’ perspective. That will increase academic understanding as well as implications for managers by providing useful guidelines for implementing AR technologies in advertising practices.