Using virtual reality to promote the university brand : when do telepresence and system immersion matter?
Jie(Doreen) Shen, Yanyun (Mia) Wang, Chen(Crystal) Chen, Michelle R. Nelson and Mike Z. Yao
| Year of publication: |
2020
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|---|---|
| Authors: | Shen, Jie ; Wang, Yanyun ; Chen, Chen ; Nelson, Michelle R. ; Yao, Mike Z. |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 4, p. 362-393
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| Subject: | 360-degree video | system immersion | telepresence | university branding | Virtual reality | Virtuelle Realität | Markenführung | Brand management | Hochschule | Higher education institution | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2019.1671480 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203481