Original paper
Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits
Volume: 41, Issue: 4, Pages: 703 - 730
Published: Aug 23, 2021
Abstract
This paper examines the effectiveness of AR ads vs. traditional ones, differentiating the effects of two types of AR advertisements (ARH and QRH), and the moderating effects of three personality traits on consumer evaluation of ARA. A sample of 173 individuals was exposed to either traditional or AR advertising (ARH or QRH). Results showed the superiority of AR ads over traditional ones in terms of ad reception, brand attitude and purchase...
Paper Details
Title
Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits
Published Date
Aug 23, 2021
Volume
41
Issue
4
Pages
703 - 730
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Notes
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