About this document

Van Kerr e Broeck 2017 by j.cortes.alum01 is a document available to read on EtoBox.

This study investigates the role of vividness in Virtual Reality (VR) marketing communications, highlighting its potential to enhance brand experiences and consumer engagement. The research demonstrates that VR generates higher perceptions of vividness and presence compared to traditional media, positively influencing attitudes towards advertisements and purchase intentions. The findings suggest that marketers can leverage VR to create immersive experiences that resonate more deeply with consumers, thus tra

Author

j.cortes.alum01

Language

EN