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International Journal of Advertising
The Review of Marketing Communications
Volume 40, 2021 - Issue 7
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Research Article

Virtual reality advertising with brand experiences: the effects of media devices, virtual representation of the self, and self-presence

Hayeon Songa Department of Global Business, College of Business, Gachon University, Seongnam, South KoreaView further author information
,
Jihyun Kimb Nicholson School of Communication, University of Central Florida, Orlando, Florida, USAView further author information
,
Thao P.H. Nguyena Department of Global Business, College of Business, Gachon University, Seongnam, South KoreaView further author information
,
Kwan Min Leec Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore, SingaporeView further author information
&
Namkee Parkd Department of Communication, Yonsei University, Seoul, South KoreaCorrespondence[email protected]
View further author information
Pages 1096-1114 | Received 08 Feb 2019, Accepted 05 Oct 2020, Published online: 27 Oct 2020

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Read on this site (4)

Sun Joo (Grace) Ahn, Jooyoung Kim & Jaemin Kim. (2023) The future of advertising research in virtual, augmented, and extended realities. International Journal of Advertising 42:1, pages 162-170.
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Soyoung Jung, Daeun Lee, Soyon You, Frank Biocca & Hannah Kum-Biocca. (2022) The Role of the Self-Presence for Interactive Large Digital Displays: Gesture Interactivity and Mirrored-Self Image for Advertising Content. International Journal of Human–Computer Interaction 38:16, pages 1576-1588.
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Charles R. Taylor. (2022) Research on advertising in the metaverse: a call to action. International Journal of Advertising 41:3, pages 383-384.
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Chris Zhu, Man-U. Io, Henrique Fátima Boyol Ngan & Rachel Luna Peralta. Interpreting the impact of augmented reality on heritage tourism: two empirical studies from World Heritage sites. Current Issues in Tourism 0:0, pages 1-15.
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Articles from other publishers (17)

Doha Kim & Hayeon Song. (2024) Designing an age-friendly conversational AI agent for mobile banking: the effects of voice modality and lip movement. International Journal of Human-Computer Studies 187, pages 103262.
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Yunju Kim & Heejun Lee. (2024) Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch. Journal of Business Research 179, pages 114677.
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Aline Simonetti, Hossein Dini, Luis Emilio Bruni & Enrique Bigne. (2024) Conscious and non-conscious responses to branded narrative advertising: Investigating narrativity level and device type. BRQ Business Research Quarterly.
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Ou Li, Zhigeng Pan, Han Qiu & Da Qian. (2024) How Virtual Reality Can Increase Effectiveness of Prosocial Advertising. Journal of Advertising Research, pages 2024-011.
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Luke Butcher & Billy Sung. (2024) User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement. Journal of Brand Management.
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Meng Ting Shih, Yi-Chieh Lee, Chih-Mao Huang & Liwei Chan. (2023) "A feeling of déjà vu": The Effects of Avatar Appearance-Similarity on Persuasiveness in Social Virtual Reality. Proceedings of the ACM on Human-Computer Interaction 7:CSCW2, pages 1-31.
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SeongJeong Yoon & SooIn Choi. (2023) A Study on the Future Prospect of the Metaverse through Human Cognition. The Journal of Korean Institute of Information Technology 21:7, pages 149-168.
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Crescent Jicol, Christopher Clarke, Emilia Tor, Hiu Lam Yip, Jinha Yoon, Chris Bevan, Hugh Bowden, Elisa Brann, Kirsten Cater, Richard Cole, Quinton Deeley, Esther Eidinow, Eamonn O'Neill, Christof Lutteroth & Michael J Proulx. (2023) Imagine That! Imaginative Suggestibility Affects Presence in Virtual Reality. Imagine That! Imaginative Suggestibility Affects Presence in Virtual Reality.
Reo Fukuda. (2023) Virtual Reality Research in Marketing Focusing on Consumers:消費者を対象としたマーケティングにおけるVR研究. Japan Marketing Journal 42:3, pages 63-71.
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Lia Zarantonello & Bernd H. Schmitt. (2022) Experiential AR/VR: a consumer and service framework and research agenda. Journal of Service Management 34:1, pages 34-55.
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Maria Vernuccio, Sara Boccalini, Michela Patrizi & Alberto Pastore. 2023. Advances in Digital Marketing and eCommerce. Advances in Digital Marketing and eCommerce 37 45 .
Stephen Smith, Marnix van Gisbergen & Fabio Campos. 2023. Extended Reality and Metaverse. Extended Reality and Metaverse 27 38 .
Dingyu Ye, Dongmin Cho, Fufan Liu, Yu Xu, Zhengzhi Jia & Jianyu Chen. (2022) Investigating the impact of virtual tourism on travel intention during the post-COVID-19 era: evidence from China. Universal Access in the Information Society.
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Chris Zhu, Don Chi Wai Wu, Yan Lu, Lawrence Hoc Nang Fong & Lena Silin She. (2022) When Virtual Reality meets destination marketing: The mediating role of presences between vividness and user responses. Journal of Vacation Marketing, pages 135676672211414.
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Leighton Evans, Jordan Frith & Michael Saker. 2022. From Microverse to Metaverse. From Microverse to Metaverse 89 107 .
Hayeon Song, Taenyun Kim, Jieun Kim, Dohyun Ahn & Youngcheol Kang. (2021) Effectiveness of VR crane training with head-mounted display: Double mediation of presence and perceived usefulness. Automation in Construction 122, pages 103506.
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Yong Jiang & Huan Cai. (2021) The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy. IEEE Access 9, pages 48923-48930.
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