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Article Dans Une Revue Journal of Marketing Management Année : 2010

Effect of online 3D advertising on consumer responses: the mediating role of telepresence

Serge Baile
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Sana Debbabi
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Mohamed Daassi
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Résumé

This study develops a conceptual framework for measuring the effectiveness of Internet-based 3D advertisements. The study uses an interdisciplinary literature review (marketing, information systems, and human-computer interaction) to enhance the understanding of the impact of using 3D visualisation in online advertisements, and to identify the most relevant conditions for application. The findings demonstrate the effectiveness of such ads in the case of a geometric product, as well as in the case of a material product. This study's results highlight the significance of telepresence as a mediator. The findings reveal that telepresence determines how ad format (2D versus 3D) influences the range of variables used to measure advertising effectiveness.
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Dates et versions

halshs-00491733 , version 1 (14-06-2010)

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Serge Baile, Sana Debbabi, Mohamed Daassi. Effect of online 3D advertising on consumer responses: the mediating role of telepresence. Journal of Marketing Management, 2010, 2, pp.1472-1476. ⟨10.1080/02672570903498819⟩. ⟨halshs-00491733⟩
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