The effectiveness of immersive media in promoting consumer products : augmented vs. virtual reality
Jin-Feng Wu, Zhen Zhang, Yinglu Wu, Xin-Jie Tang
| Year of publication: |
2025
|
|---|---|
| Authors: | Wu, Jin-Feng ; Zhang, Zhen ; Wu, Yinglu ; Tang, Xin-Jie |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 86.2025, Art.-No. 104323, p. 1-12
|
| Subject: | Advertising appeal | Augmented reality | Construal level theory | Processing fluency | Product involvement | Virtual reality | Virtuelle Realität | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2025.104323 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015441888