Ad creativity via augmented reality technology in online video ads : the differential role of novelty, message usefulness, and ad-consumer association
Yang Feng and Quan Xie
| Year of publication: |
2019
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|---|---|
| Authors: | Feng, Yang ; Xie, Quan |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 25.2019, 6, p. 907-933
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| Subject: | ad creativity | ad novelty | ad-consumer association | Augmented reality | message usefulness | YouTube | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | USA | United States | Kreativität | Creativity | Virtuelle Realität | Virtual reality | Online-Marketing | Internet marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2018.1536624 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179077