How do narrative structure and format influence a 360 degree video ad?

Ruoxu Wang and Yan Huang

Year of publication:	2022
Authors:	Wang, Ruoxu ; Huang, Yan
Published in:	Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 28.2022, 6, p. 774-794
Subject:	360-degree video ad \| flow \| narrative structure \| need for cognition \| Kognition \| Cognition \| Narrative Methode \| Narrative method \| Konsumentenverhalten \| Consumer behaviour

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