How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad

Volume: 54, Pages: 102020 - 102020
Published: May 1, 2020
Abstract
Many major consumer-driven companies have started to use augmented-reality (AR) technology and AR apps to enrich their customers' shopping experiences and engagement with their brands, and to ultimately increase sales. However, there is scant research discussing the application of AR in an advertising context. Thus, the major goal of this study is to explore how, why, and when augmented reality influences advertising effectiveness. A field...
Paper Details
Title
How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad
Published Date
May 1, 2020
Volume
54
Pages
102020 - 102020
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