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The impact of interactive technologies on the development of omni-channel retailing and consumption behaviour.

Glasgow School for Business and Society

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Dr N Siddiqui , Prof Vassilis Charissis , Prof Mike Mannion Applications accepted all year round Self-Funded PhD Students Only

About the Project

Project Reference Number: GSBS-2020-007

Retailers have embraced a variety of online interactive technologies to successfully engage their customers to browse, “try before you buy” and complete a purchase. More generally, these technologies have had a significant impact on retail business models, with many different strategy combinations now being used e.g. ‘brick and clicks’, omni-channel retailing, mobile shopping and retail “apps”. This has led to the demise of high street retailing. New interactive technologies suggest that the shopping process is on the verge of a quantum leap into an unknown shopping realm.

Retailers that can connect with their customers by providing targeted information and offering value stand apart, and have the potential to create deep customer engagement. Technology can help retailers target appropriate customers and help those customers make better informed decisions about which products and services to purchase.

The role of interactive technology and tools to facilitate decision making has been highlighted as a key area impacting on the development of retailing. The use of Augmented and Virtual reality and its application with the retail sector is in its infancy. Augmented reality can produce meaningful experiences for online shoppers by providing sufficient product information that enables them to evaluate the targeted products and make decisions with more certainty. These new forms of technology based reality and applications can enhance sensory perceptions. For example, fashion retailers use new technology to help customers in virtual fashion shows. This research will evaluate the application of VR/AG reality into the shopping process can enhance the consumer consumption and engagement experience with the retail brand.

Grewal et al. (2017) The Future of Retailing, Journal of Retailing 93; 1-6
Pousheneh et al. (2017) Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy, Journal of Retailing and Consumer Services, 34, 229-234
Javornik (2016) Augmented Reality: Research agenda for studying the impact of its media characteristics on consumer Behaviour Journal of Retailing and consumer services, 30; 252-261
Watson et al. (2018) The impact of experiential augmented reality applications on fashion purchase intention DOI 10.1108/IJRDM-06-2017-0117
Tabusca (2014) Augmented Reality – Need, Opportunity or Fashion? Journal of Information Systems & Operations Management Bucharest Winter 1-10

We welcome a more detailed proposal with research objectives supporting the research aim that engages with pertinent research themes, to be sent as part of the application process. Maximum 2,000 words.
The candidate is expected to have at least a Hons degree (awarded 2:1) in Marketing/ Computing technologies, preferably a PG qualification in Marketing/ Computing technologies.

Supervisory Team Name:

Director of Studies: Dr Noreen Siddiqui
Email: [Email Address Removed]
GCU Research Online URL:

Second Supervisor: Prof Vassilis Charissis
Email: [Email Address Removed]
GCU Research Online URL:

Third Supervisor: Prof. Mike Mannion
Email: [Email Address Removed]
GCU Research Online URL:

How to apply

The project is available as a 3 years full-time or 6 years part-time PhD study programme with an expected start date of the 1st October 2020.

Candidates are encouraged to contact the research supervisor for the project before applying.

To apply for this project, use the following link to access the online application form, as well as further information on how to apply:

Please send any other enquiries regarding your application to [Email Address Removed]

Funding Notes

Funding notes

Applicants are expected to find external funding sources to cover the tuition fees and living expenses. Alumni and International students new to GCU who are self-funding are eligible for fee discounts. See more of fees and funding.
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