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.

ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
METHOD
EXPECTED RESULT

• Sung Yoon Ri(Gachon University, Korea) Corresponding author
• Dae Ryun Chang(Yonsei University, Korea)
• Hosun Lee(Yonsei University, Korea)
• Jungwoon Kim(Yonsei University, Korea)