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Ad creativity via augmented reality technology in online video ads : the differential role of novelty, message usefulness, and ad-consumer association
Feng, Yang; Xie, Quan - In: Journal of promotion management : innovations in … 25 (2019) 6, pp. 907-933
Persistent link: https://www.econbiz.de/10012179077
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Influence of virtual experience immersion, product control, and stimulation on advertising effects
Lin, Hui Fei - In: Journal of global information management 30 (2022) 9, pp. 1-19
Persistent link: https://www.econbiz.de/10012800085
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Advertising in virtual reality : a hierarchy of effects paradigm
Bodunde, Ikeola J.; Ohu, Eugene - In: Marketing Communications and Brand Development in …, (pp. 229-252). 2022
Persistent link: https://www.econbiz.de/10013274632
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Can advertisers overcome consumer qualms with virtual reality? : increasing operational transparency through self-guided 360-degree tours
Spielmann, Nathalie; Orth, Ulrich R. - In: Journal of advertising research 61 (2021) 2, pp. 147-163
Persistent link: https://www.econbiz.de/10012642995
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Does virtual reality attract visitors? : the mediating effect of presence on consumer response in virtual reality tourism advertising
Han, Lo Wai; Cheng, Ka Lun Benjamin - In: Information technology & tourism 22 (2020) 4, pp. 537-562
Persistent link: https://www.econbiz.de/10012416587
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Demystifying novelty effects : an analysis of consumer responses to YouTube videos featuring augmented reality out-of-home advertising campaigns
Feng, Yang; Xie, Quan - In: Journal of current issues and research in advertising 40 (2019) 1, pp. 36-53
Persistent link: https://www.econbiz.de/10012243105
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Factors influencing purchase intent in virtual worlds : a review of the literature
Bleize, Daniëlle N. M.; Antheunis, Marjolijn L. - In: Journal of marketing communications 25 (2019) 4, pp. 403-420
Persistent link: https://www.econbiz.de/10012203321
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"The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements : a conceptual review"
Jayawardena, Nirma Sadamali; Thaichon, Park; Quach, Sara; … - In: Journal of business research : JBR 160 (2023), pp. 1-17
Persistent link: https://www.econbiz.de/10014293927
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Augmented reality advertising via a mobile app
Sung, Eunyoung; Han, Dai-In Danny; Choi, Yung Kyun - In: Psychology & marketing 39 (2022) 3, pp. 543-558
Persistent link: https://www.econbiz.de/10012817135
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The state of augmented reality advertising around the globe : a multi-cultural content analysis
Feng, Yang; Mueller, Barbara - In: Journal of promotion management : innovations in … 25 (2019) 4, pp. 453-475
Persistent link: https://www.econbiz.de/10012179038