All Stories

  1. Try an AR headset once and your vision of the future changes — days later

    Article • Internet Research, April 2026, Emerald

    Sergio Barta

  2. Enhancing Student Memorisation Through Teacher Webcam Usage and the Interplay of Social Presence

    Article • International Journal of Educational Technology in Higher Education, September 2025, Springer Science + Business Media

    Sergio Barta

  3. What does augmented reality really do to shoppers? A comprehensive map of the research

    Article • Psychology and Marketing, October 2024, Wiley

    Sergio Barta

  4. Dressing Your Digital Self: How Event Expectations Shape Avatar Design in the Metaverse

    Article • Computers in Human Behavior, July 2024, Elsevier

    Sergio Barta

  5. Getting Lost in the Metaverse: Why Virtual Cultural Events Struggle and How Gamification Helps

    Article • International Journal of Information Management, April 2024, Elsevier

    Sergio Barta

  6. The Shopping Flow Trap: How Enjoyable Online Experiences Can Lead to Returns

    Article • International Journal of Information Management, August 2023, Elsevier

    Sergio Barta

  7. When Shopping Regret Goes Online: How Negative Reviews Are Born — and How They Spread

    Article • Journal of Retailing and Consumer Services, July 2023, Elsevier

    Sergio Barta

  8. Shopping Live in the Metaverse vs. Instagram: Which Platform Creates More Value for Followers?

    Article • Electronic Markets, June 2023, Springer Science + Business Media

    Sergio Barta

  9. Committing to the UN's global goals pays off for organizations — but only if it's genuine

    Article • Journal of Environmental Management, April 2023, Elsevier

    Sergio Barta

  10. Too Many Choices, Too Much Doubt: How Augmented Reality Helps Shoppers Decide

    Article • Computers in Human Behavior, March 2023, Elsevier

    Sergio Barta

  11. Trying on lipstick virtually reduces shopping anxiety — and keeps customers coming back

    Article • Cyberpsychology Behavior and Social Networking, March 2023, Mary Ann Liebert Inc

    Sergio Barta

  12. Why Being Funny on TikTok Actually Works

    Article • Journal of Retailing and Consumer Services, January 2023, Elsevier

    Sergio Barta

  13. Aware of Your Shopping High? Why Knowing You Were "In the Zone" Can Make You Feel Better

    Article • Internet Research, August 2021, Emerald

    Professor Carlos Flavian, Sergio Barta

  14. Shopping on Your Phone vs. Your Laptop: Why the Experience Is Not the Same

    Article • Technology in Society, February 2021, Elsevier

    Sergio Barta