KOREASCHOLAR

COMPETITION OR COLLABORATION: CROSS-PLATFORM ADVERTISING WITH VIRTUAL REALITY

Sung Yoon Ri, Dae Ryun Chang, Hosun Lee, Jungwoon Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400757
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.245-248
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research scrutinizes the synergism of virtual reality, the Internet, and television on credibility, memory, attitude, presence, and purchase intention. Respondents are randomly assigned to view two advertisements on the same or different media. This present study parses outs the relationship between immersive media and extant media in cross-media advertising.

Keyword
cross-media advertisingtrans-media advertisingvirtual reality (VR)synergies across platformsmedia planning
Table Content
ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
METHOD
EXPECTED RESULT
Author
  • Sung Yoon Ri(Gachon University, Korea) Corresponding author
  • Dae Ryun Chang(Yonsei University, Korea)
  • Hosun Lee(Yonsei University, Korea)
  • Jungwoon Kim(Yonsei University, Korea)