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| Author: | Debbabi, S. Daassi, M. Baile, S. |
| Title: | Effect of online 3D advertising on consumer responses: the mediating role of telepresence |
| Journal: | Journal of Marketing Management
2010 : AUG, VOL 26, p. 967-992 |
| Index terms: | experience materiality advertising effectiveness |
| Language: | eng |
| Abstract: | The purpose of this article is to construct a conceptual framework to be used in measuring Internet-based 3D advertisements' effectiveness. The aim is to contribute to the understanding of the effects of the use of 3D visualization. The authors go through literature from various disciplines and the review indicates effective results from these advertisements for both geometric product and material product. The mediating role of telepresence in this process is emphasized. It is found that telepresence designates the impact of the ad format (either 2D or 3D format) on the range of advertising effectiveness measure variables. |
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