La computación espacial como motor de innovación en marketing y comercio
Spatial computing emerges as a technological convergence that significantly transforms both marketing and commerce. This study examines this phenomenon through a systematic theoretical review complemented by the analysis of five representative cases, covering diverse sectors such as retail, cosmetics, e-commerce, construction, and agri-food. Through technologies like augmented reality, mixed reality, and advanced geolocation systems, organizations develop immersive, personalized, and contextualized experiences in real environments. The results identify consistent emerging trends: real-time contextual personalization, visualization as a trust-generating mechanism, and the extension of storytelling into physical spaces. Simultaneously, technical, ethical, and evaluative challenges are evident, requiring rethinking of traditional paradigms. The study concludes that spatial computing not only provides competitive advantages but fundamentally redefines the relationship between consumer and brand. This research offers practical implications for innovation management and proposes future research directions aimed at evaluating the experiential and symbolic impact of these technologies in various commercial contexts.
ORCID
The Emotional and Empathic Dimension of Augmented Reality in E-Commerce: A Theoretical Framework for Purchase Intention
Augmented Reality (AR) is transforming e-commerce, offering immersive experiences that transcend the simple visualisation of products. However, understanding the impact of the emotional and empathetic dimensions created by such experiences on consumer purchase intent remains limited. This article proposes an innovative theoretical framework that integrates emotional constructs (valence and activation), perceived empathy (influenced by mirror mechanisms simulated in AR), user experience factors (interaction time, sensory salience, cognitive load) and perceived usefulness to model user engagement (UE) and, subsequently, purchase intention (PI) in AR-enriched e-commerce environments. The model is based on a review of recent literature (with the majority of articles between 2020-2025) on AR in e-commerce, the psychology of emotions, neurodesign and consumer behaviour, using open-access articles indexed in Scopus and Web of Science. We present specific mathematical functions to quantify EU and PI, the latter modelled using a logistic function. The proposed framework aims to offer a deeper understanding of how AR can be designed to evoke positive emotional and empathic responses, optimising engagement and enhancing the purchasing decision. The theoretical and practical implications for researchers and marketers are discussed, as well as directions for future empirical research to validate and refine the proposed model, contributing to the advancement of knowledge at the intersection of technology, psychology and marketing in the context of e-commerce.
Harnessing Artificial Intelligence for Personalized E-Commerce Strategies in International Business Expansion
Artificial Intelligence is reshaping personalized e-commerce and global growth, blending machine learning, predictive analytics, and newer models like LLMs and LAMs is turning shopping into an experience that feels culturally tuned - opening fresh international paths along the way. Studies show ultra-local personalization can boost engagement by 28–42% and reduce market entry timelines by 40–60%. Yet, this advancement brings ethical and operational challenges that differ by region. Based on extensive literature, this work proposes practical - if sometimes messy - frameworks addressing technical, ethical, economic, and legal aspects. Leading brands report NPS increases of 18–35% and internationalization cost cuts of 22–37%. More than automation, AI emerges as a strategic tool, especially when guided by human insight and cultural awareness. Success hinges on balancing global ambitions with local relevance, where AI acts both as a growth driver and a cultural bridge.
Impacts of Augmented Reality in E-commerce: Advances and Trends in 2024—A Literature Review
This literature review explores recent advancements in the application of augmented reality (AR) within e-commerce, with a specific focus on consumer behavior and technological integration in 2024. AR has emerged as a transformative technology, enabling immersive shopping experiences that allow consumers to virtually interact with products, enhancing their decision-making process. The review analyzed 11 studies published in 2024, highlighting key trends such as the personalization of recommendations through the integration of artificial intelligence (AI), the impact of sensory perceptions on impulsive buying, and the barriers to AR adoption in developing markets. The methodology followed a systematic approach, with articles sourced exclusively from the SCOPUS database and filtered by relevance based on keywords and open-access criteria. The results indicate that AR positively influences purchase intentions boosting consumer confidence through enhanced visual and interactive experiences. However, challenges remain in terms of usability, accessibility, and the need for simplified interfaces to broaden adoption. Furthermore, the studies point to the potential of combining AR with AI to analyze consumer emotions and dynamically tailor experiences based on real-time emotional responses. This review concludes that although AR has the potential to revolutionize e-commerce, further research is needed to address the long-term impact of AR on consumer behavior, explore its adoption in diverse geographical contexts, and develop more intuitive and accessible AR solutions. Investigating the role of AI in emotion analysis and the personalization of AR experiences also presents a promising area for future research.
Keywords
Knowledge Discovery from Urban Mobility Data in Guimarães
Urban mobility has been a challenge for policymakers in several cities, including Guimarães. This scenario is the result of population growth and the increasing number of vehicles per person, making it imperative to adapt urban planning to this expansion. This study aimed to examine urban mobility in Guimarães, considering factors such as the time of day, temperature and whether it is a working day. The results indicated that the flow of pedestrians is lower than that of cars, with considerable differences. The number of pedestrians and cars was also quite different under different conditions, such as seasonality, time of day, type of day and type of avenue. The final contribution of this study, based on the analysis of mobility on each avenue and its profiles, demonstrated not only the usefulness of the results for optimising the resources of municipal authorities, but also made it possible to identify the territorial conditions and characteristics that promote more sustainable mobility.
Revolutionising the Quality of Life: The Role of Real-Time Sensing in Smart Cities
To further evolve urban quality of life, this paper explores the potential of crowdsensing and crowdsourcing in the context of smart cities. To aid urban planners and residents in understanding the nuances of day-to-day urban dynamics, we actively pursue the improvement of data visualisation tools that can adapt to changing conditions. An architecture was created and implemented that ensures secure and easy connectivity between various sources, such as a network of Internet of Things (IoT) devices, to merge with crowdsensing data and use them efficiently. In addition, we expanded the scope of our study to include the development of mobile and online applications, emphasizing the integration of autonomous and geo-surveillance. The main findings highlight the importance of sensor data in urban knowledge. Their incorporation via Tepresentational State Transfer (REST) Application Programming Interface (APIs) improves data access and informed decision-making, and dynamic data visualisation provides better insights. The geofencing of the application encourages community participation in urban planning and resource allocation, supporting sustainable urban innovation.
Future Perspectives in Healthcare: An Analysis of Augmented Reality and Spatial Computing in Hospital Environments
This article investigates the applicability of Augmented Reality (AR) and Spatial Computing in hospital environments, exploring how these technologies can enhance interaction between patients and healthcare professionals as well as the efficiency of medical procedures. Through a systematic literature review using the PRISMA methodology, relevant articles highlighting the potential of these technologies in the hospital setting were selected and analysed. The results suggest a growing adoption of AR and Spatial Computing, driven by the advancement of 5G technology, with the potential to improve diagnostic accuracy, the effectiveness of surgical procedures, and the educational experience of healthcare professionals. The study concludes that the integration of these emerging technologies promises to transform hospital environments, emphasising the need to overcome technical, ethical, and privacy challenges to maximise their positive impact on health.
Keywords
Artificial intelligence (AI) in the hiring process within human resources (HR)
Citações
Scopus—
Scholar—Immersive Shopping Experiences: The Role of Augmented Reality in E-Commerce
Augmented Reality (AR) is a technology that is emerging in the mobile world, more specifically on smartphones. In this sense, new mobile devices have been launched and several studies on this technology already exist. However, regarding the current era, it will still be necessary to determine the main difficulties and challenges of this technology in electronic commerce. This article aims to investigate and identify in studies with a high impact factor in the literature what the next steps could be as well as factors to mitigate difficulties in the future.
Behaviour of Machine Learning algorithms in the classification of energy consumption in school buildings
Abstract The significance of energy efficiency in the development of smart cities cannot be overstated. It is essential to have a clear understanding of the current energy consumption (EC) patterns in both public and private buildings. One way to achieve this is by employing machine learning classification algorithms, which offer a broader perspective on the factors influencing EC. These algorithms can be applied to real data from databases, making them valuable tools for smart city applications. In this paper, our focus is specifically on the EC of public schools in a Portuguese city, as this plays a crucial role in designing a Smart City. By utilizing a comprehensive dataset on school EC, we thoroughly evaluate multiple ML algorithms. The objective is to identify the most effective algorithm for classifying average EC patterns. The outcomes of this study hold significant value for school administrators and facility managers. By leveraging the predictions generated from the selected algorithm, they can optimize energy usage and, consequently, reduce costs. The use of a comprehensive dataset ensures the reliability and accuracy of our evaluations of various ML algorithms for EC classification.
Keywords
Transforming Sales in Healthcare: The Impact of Augmented Reality and Spatial Computing on the Medical Equipment Industry
Lately, there has been a surge of interest in spatial computing, which combines AR, VR and other technologies, especially in the health industry. While a lot has been done on its applications in such clinical aspects as surgeries and patient experience enhancement, there is less info on its application in medical equipment marketing in hospitals. This paper presents the current trends and practices in the use of networks of immersive technology in marketing medical devices. Besides surveying the secondary literature, the present investigation examines three case studies in this sector. Nowadays, most applications are not focused on promoting medical devices, making it easy to achieve innovation in this field mainly by utilising immersive technology, which has been developed for other industries.
Keywords
How Can Businesses, Low-Tech Businesses in Particular, Benefit from the Metaverse? A Delphi Perspective from Academics
Two years ago, Meta was born, accompanied by the announcement of the Metaverse. The Metaverse would be a collection of 3D immersive ecosystems for people’s socialization. This innovative idea should allow one to live in the Metaverse as in real life without physical barriers. Attending shows, concerts, virtual travel, and caring for one’s health or education should be possible. In sum, a new marketplace is born. Amid such newness, the question of how businesses may benefit from the Metaverse arises. Albeit tech businesses must be comfortable and adapted to the potentialities of the new marketplace, the entrance of the low-techs may be more problematic. The study brings together a panel of academic experts to reflect on these questions. They agree that there is a myriad of potentialities in the new marketplace, not only for B2C but also for B2B. Low-techs may be less adapted to benefit from the Metaverse. A following-the-wave strategy must be avoided. On the contrary, investing in understanding the new paradigm and careful planning is essential. The Metaverse has no physical barriers, which tend to limit low-techs’ actions. Their nonexistence creates new opportunities and must be where customers are, after all. The Metaverse, however, still needs development to gain critical mass. Hardware easy to use, its cost, speedy and cheap Internet, and mainly, trustable and recognized currencies are still required. Nonetheless, the Metaverse may be a new world full of opportunities.
