논문 상세보기

COMPETITION OR COLLABORATION: CROSS-PLATFORM ADVERTISING WITH VIRTUAL REALITY

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/400757
구독 기관 인증 시 무료 이용이 가능합니다. 3,000원
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

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.

목차
ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
METHOD
EXPECTED RESULT
저자
  • Sung Yoon Ri(Gachon University, Korea) Corresponding author
  • Dae Ryun Chang(Yonsei University, Korea)
  • Hosun Lee(Yonsei University, Korea)
  • Jungwoon Kim(Yonsei University, Korea)