Content uploaded by Terry Daugherty
Author content
All content in this area was uploaded by Terry Daugherty
Content may be subject to copyright.
A preview of the PDF is not available
Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence
Journal of Advertising
Abstract
The conceptualization of a virtual experience has emerged because advancements in computer technology have led to a movement toward more multisensory online experiences. Two studies designed to explore the concepts of virtual experience and presence are presented, with the results largely supporting the proposition that 3-D advertising is capable of enhancing presence and, to varying degrees, ultimately influencing the product knowledge, brand attitude, and purchase intention of consumers. The marketing implications are immediate because the ability to create a compelling virtual product experience is not beyond the current capability of interactive advertising. By creating compelling on-line virtual experiences, advertisers can potentially enhance the value of product information presented and engage consumers in an active user-controlled product experience.s
... The literature has indicated that a lot of research has explored the impact of stores in virtual worlds on purchase intent for real and virtual products [75,76] based on the atmosphere of virtual points of sale [76]. Thus, virtual reality influences customers' attitudes towards the brand or product [77,78] because customers value immersion in the experience offered [79], as it allows them to escape into another world. These immersive experiences also help generate positive emotions in less than five minutes of immersion in the virtual environment [80]. ...
Product tasting is a key element in improving customer satisfaction in the commercial environment. This study looks at the notion of traditional tasting and its effect on customer behavior and explores emerging tasting techniques, shedding light on the contribution of digital tasting. Indeed, the advent of the metaverse has made it possible to offer new virtual tasting experiences. However, this experience does not yet involve a sense of taste. Our manuscript highlights the potential of tasting in the metaverse through a descriptive study of various concrete cases of international brands that have included it in their marketing strategies. In light of the results, practical and theoretical recommendations are provided for professionals interested in leveraging virtual tools to improve consumer satisfaction.
The study examines the impact of Augmented Reality (AR) attributes on customer experience and purchase intention in the retail industry. The study employs a theoretical framework rooted in the Technology Acceptance Model and Stimulus-organism-response Theory, investigating the influence of AR attributes on customer experience leading to purchase intentions. Data from 306 participants were collected through an online survey, and hypotheses were evaluated using Structural Equation Modeling. The results show that the Perceived usefulness, Trust, and Self Augmentation within AR applications act as stimuli for Consumer Experience to drive Purchase Intention. The study thus affirms the positive impact of AR characteristics on Customer Experience and Purchase Intentions. The implication signifies that marketers will benefit by leveraging Augmented Reality to create personalized shopping journeys through avatar interactions, thereby improving the customer experience.
The main aim of this study was to investigate the influence of telepresence on customers’ ‘perceived usefulness, perceived enjoyment and perceived ease of use, attitude towards augmented reality and intention’. It also measures the mediating effect of ‘perceived usefulness, perceived enjoyment and perceived ease of use’ in influencing the relation between ‘telepresence and attitude’ and ‘telepresence and intention’. The technology acceptance model along with the telepresence concept was used to develop a conceptual framework. Data collection was done using convenience and snowball sampling techniques. Online customers from the Delhi NCR region of India were the targeted respondents and 321 responses were collected to test the hypotheses. Covariance-based structural equation modelling was applied to study the relation between different constructs. Findings showed that the four exogenous constructs ‘telepresence, perceived usefulness, perceived enjoyment and perceived ease of use’ have significant influences on two endogenous constructs ‘attitudes towards AR’ and ‘intention’. Mediation results outlined that three mediating constructs ‘perceived usefulness, perceived enjoyment and perceived ease of use’ have a significant specific indirect effect. It was a case of complementary partial mediation. The results altogether contribute to AR and sensory marketing literature and help marketers in decision-making.
Purpose
This paper aims to compare the differences between single- and multi-person interactions in virtual tourism, underpinned by the stimulus-organism-response (S-O-R) framework and media richness theory (MRT).
Design/methodology/approach
In this study, quantitative data gathered from questionnaires applied to 558 individuals was analyzed by using partial least squares structural equation modeling. The moderating role of interaction type was tested through multigroup analysis (MGA).
Findings
The results showed that vividness positively influenced telepresence, perceived attractiveness and authentic experiences; telepresence positively affected authentic experiences and perceived attractiveness; and authentic experiences and perceived attractiveness positively impacted willingness to visit in both interaction groups. A difference was detected between the two groups in that perceptions of media vividness were more easily transformed into a willingness to visit through telepresence in the multi-person interaction group. Interaction type moderated the effect of vividness on telepresence. The vividness of the media had a more significant effect on telepresence among those who participated in virtual tourism together.
Originality/value
In this study, a model was developed to explain how media vividness affected willingness to visit by considering the relationships between telepresence, authentic experiences and perceived attractiveness in virtual reality, as well as the social interaction aspect.
This chapter explores the potential of desktop virtual reality in enhancing memory and learning, along with an examination of advertising evolution and online formats. Two studies, with a total of fifty participants, aimed to compare memory retention of advertisements in 3D highlighted and embedded formats, in both 2D browser and desktop VR environments. The findings suggest a distinct impact of 3D highlighting in VR contexts on memory retention compared to traditional 2D settings. This aspect holds significant importance in educational contexts, particularly as traditional e-learning is gradually transitioning towards VR-based education. In virtual educational settings, instructors can continuously present essential diagrams, making necessary information more accessible and promoting improved comprehension among learners.
This study investigates how augmented reality (AR) and virtual reality (VR) can improve service quality to achieve customer engagement by inducing reality congruence. The study explores the relevance of the stimulus-organism-response (SOR) model and the cognitive-conative-affective framework. A conceptual model is proposed, and hypotheses are developed to test the model. We gathered data from 400 e-commerce users and utilized partial least squares structural equation modelling (PLS-SEM) to examine the data. It included incorporating second-order constructs to capture the underlying dimensions of customer engagement. The empirical findings indicate that reality congruence enhances service quality and facilitates customer engagement through traits. The study demonstrates that reality congruence strengthens trust and commitment, leading to customer engagement. Based on these findings, reality congruence (AR &VR) is crucial for e-commerce service providers to foster customer engagement. The practical implications of this study suggest that e-commerce service providers and integrative technology designers must actively engage customers in a digitally connected and intensely competitive era.
The article offers a comprehensive view of the field of ‘digital advertising’, tracing its evolution from the occurrence of the first banner ad in 1994. The objective of the study is to trace systematically how the digital advertising industry has transitioned from being the traditional one-way communication model to its current ‘intelligent’ state. This study offers profound insights into the dynamic and continually evolving domain of digital advertising. More specifically, it traces the evolutionary stages, major themes, influential articles and citation networks from 1993 to 2023. The articles have been thoroughly examined in three phases, each covering a period of 10 years from 1993 to 2023. The first two decades saw significant growth in the subject domain of ‘digital advertising’; however, the maximum number of articles contributing to the subject from 2013 to 2023 focused mainly on ad-personalization using ICT tools and incorporating artificial intelligence (AI). The key findings indicate that the third decade witnessed a remarkable rise in the number of articles pertaining to AI-driven ad personalization, thus portraying further focus by the researchers on how best to leverage technology in driving advertising effectiveness. AI became one such pivotal innovation, changing the very concept of digital advertising with its capability, to automatically target precisely and develop personalized promotions to engage consumers. The work is unique for the contribution it can make to already existing works regarding digital advertising by coming to one synthesized view of its evolution and its function in its totality regarding AI. The article sets a common platform for future research efforts and innovations within this domain, therefore offering valuable insights both for industry practitioners and future scholars.
Interactivity is something researchers study, new technology commercials promote, and designers create. It’s not something people do. People use the internet, watch TV, shop, explore, learn, send and receive email, look things up… The word interactivity and its derivatives are used to represent so many different meanings that the word muddles rather than clarifies the speaker’s intent. The construct is worth salvaging carefully so future research more clearly defines the interaction parameters of interest and specifies what aspect(s) of interactivity are being examined. This article offers a conceptualization of interactivity and suggests domains for operationalizations intended to be useful for researchers and designers.
This experiment examines interactivity and vividness in commercial web sites. We expected increased levels of interactivity and vividness would lead to more positive attitudes toward web sites, stronger feelings of telepresence, and greater attitude—behavior consistency. In addition, we expected increased levels of vividness to lead to the development of more enduring attitudes toward the site. Participants explored four web sites. Increases in interactivity and vividness were associated with increased feelings of telepresence. In addition, increases in vividness were associated with more positive and more enduring attitudes toward the web site. Implications for new media researchers and practitioners are discussed.
Economists have long believed that product differentiation is an important determinant of market behavior (e.g., Chamberlin, 1950; Bain, 1956), but economists have not been very successful in giving this concept operational meaning.1 One reason for this lack of success is that economists have not focused on one of the key elements of product differentiation: the consumer’s acquisition of information about product quality. I show in this paper that product differentiation will have quite different consequences on market behavior given different ways in which consumers obtain their information. These theoretical results are then supported by substantial empirical evidence.
The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency. Neither the market share nor the advertising efficiency of extensions is affected by the number of products affiliated with the parent brand. The relative effect of brand extensions on market share is not moderated by the degree of similarity between the extension and other products affiliated with the brand. Advertising efficiency effects, however, are elevated when similarity is high, but only when it is based on intrinsic attributes. Market share and advertising efficiency effects are elevated when the extension is composed primarily of experience attributes and competes in markets where consumers have limited knowledge of the product class. Competitive intensity does not moderate advertising efficiency effects; however, market share effects are elevated when the extension competes in markets comprising few competitors. Finally, both market share and efficiency effects diminish as the extension becomes established in the market.
Information integration theory and the integrated information response model are used to explore how consumers combine information from advertising and trial. Also investigated is the ability of attitude toward the ad to mediate advertising's effects on brand cognitions and brand attitudes after trial. An experiment is conducted in which three independent variables are manipulated: the information source (ad only, trial only, and ad plus trial), information sequence (ad/trial and trial/ad), and favorability of trial (positive and negative). Results show that (1) advertising can lessen the negative effects of an unfavorable trial experience on brand evaluations, especially when the ad is processed first, (2) when negative trial precedes exposure to advertising, cognitive evaluations of the ad are more negative, (3) the ability of ad attitudes to influence brand cognitions and brand attitudes is significantly reduced after trial, and (4) the ability of brand cognitions to influence brand attitudes is significantly increased after trial. Implications for advertising research and practice are discussed.
A major goal of this study is to develop and test a structural model of trial processing to help marketers and researchers better understand the dynamics of this important stage in the purchase process. No such model exists, even though prior research has demonstrated that product trial can be an important determinant of brand beliefs and attitudes. Accordingly, the authors develop a general model of how consumers process and respond to trial experiences. This trial model then is integrated with a well-known advertising model to trace how (1) consumers react when both types of information are available and (2) advertising achieves its influence on trial perceptions. The authors estimate these models for two products that vary significantly in the diagnosticity of the trial experience and discuss implications for marketing research and practice.
This article reviews the development of advertising response theories including the hierarchy of effects and low involvement learning models. By combining concepts from several areas, a new "integrated information response model" is proposed that appears to be in close accord with existing evidence.