About this document

Jrim 01 2023 0011 by Tarık Doğan is a document available to read on EtoBox.

This study investigates the effects of virtual authenticity (VA) and virtual ideality (VI) in online marketing, specifically how they influence consumer responses in a VR context. The findings reveal that VA enhances perceived diagnosticity while VI inspires consumers, with social signals moderating these effects. This research contributes to understanding the role of VR and social signals in shaping consumer behavior in interactive marketing environments.

Author

Tarık Doğan

Language

EN