Name
Abstract | ||
|---|---|---|
In this research, we investigate consumer responses to technology-enhanced storytelling marketing via augmented digital humans in two different contexts. We test the role of an augmented digital human stimulus as a moderator for storytelling satisfaction in a technology-enhanced retail complex. Building on visual perception theory and information processing theory, the findings from our study reveal sequential links between the four realms of experience economy theory in a mixed reality environment and subsequent effects on storytelling satisfaction, which in turn are boosted by digital human storytelling. Overall, our findings reveal that digital human storytelling is an effective long-term marketing strategy in technology-enhanced environments. |
Year | DOI | Venue |
|---|---|---|
2022 | 10.1016/j.chb.2022.107246 | Computers in Human Behavior |
Keywords | DocType | Volume |
Digital human,Storytelling,Augmented reality,Artificial intelligence,Experience economy theory | Journal | 132 |
ISSN | Citations | PageRank |
0747-5632 | 0 | 0.34 |
References | Authors | |
0 | 4 | |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Eunyoung (Christine) Sung | 1 | 0 | 0.34 |
| Dai-In Danny Han | 2 | 4 | 1.06 |
| Sujin Bae | 3 | 2 | 0.69 |
| Ohbyung Kwon | 4 | 0 | 0.34 |