Search
Now showing items 1-1 of 1
IMMERSIVE VIRTUAL REALITY ADVERTISEMENT: EXAMINING THE EFFECTS OF VIVIDNESS AND INTERACTIVITY ON CONSUMERS’ PSYCHOLOGICAL RESPONSES
(2018-08-02)
The main goal of the present study was to test the advertisement effectiveness of immersive virtual reality (VR) systems. Two experimental studies were conducted to address the goal. The first experiment was done to compare ...