Digital Transformation and Immersive Technologies: Social Media, Augmented Reality, and Online-to-Offline Services

The rapid evolution of digital technologies is reshaping businesses (Long et al., 2024), social interactions (Paul et al., 2024), and consumer experiences (Koo et al., 2022), making digital transformation a key area of research in information systems (Nadkarni & Prügl, 2021). This special section explores how social media, augmented reality (AR), and online-to-offline (O2O) services are driving new forms of engagement, business innovation, and immersive experiences in the digital landscape. With the increasing adoption of social platforms and interactive technologies, companies are leveraging digital tools to enhance customer relationships, streamline service offerings, and create immersive experiences. Social augmented reality (AR) is revolutionizing e-commerce by enabling shoppers to engage with products in a highly interactive manner. Meanwhile, social media is transforming how individuals engage in public discourse, influencing brand perceptions and digital engagement strategies. Additionally, O2O service models are blurring the boundaries between digital and physical retail, making online service experiences critical in shaping consumer behavior. This special section brings together research that examines how these digital innovations impact businesses, consumer behavior, and social interactions, offering insights that bridge theoretical and practical perspectives in the evolving digital landscape.