Guest article by Jonas Heller, Chris Hinsch, Reto Felix, and Philipp A. Rauschnabel. The essence of the 4C Framework Augmented Reality (AR) has emerged as a transformative force in customer engagement by providing a dimension where digital and physical realms converge. In Augmented Reality, a computing device integrates virtual content into a consumer’s perception of … Continue reading The 4C Framework: A New Paradigm for Customer Engagement in Augmented Reality