"The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements : a conceptual review"
Nirma Sadamali Jayawardena, Park Thaichon, Sara Quach, Ali Razzaq, Abhishek Behl
| Year of publication: |
2023
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| Authors: | Jayawardena, Nirma Sadamali ; Thaichon, Park ; Quach, Sara ; Razzaq, Ali ; Behl, Abhishek |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 160.2023, p. 1-17
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| Subject: | Elaboration likelihood model | Consumer attitude | Persuasion | Virtual reality augmented reality | Systematic literature review | Conceptual model | Virtuelle Realität | Virtual reality | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Online-Marketing | Internet marketing | Bibliometrie | Bibliometrics |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.113739 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014293927