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

Serge Baile (), Sana Debbabi and Mohamed Daassi
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Serge Baile: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: International Marketing; Management & Management Techniques; Sales & Marketing Management (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (4)

Published in Journal of Marketing Management, 2010, 2, pp.1472-1476. ⟨10.1080/02672570903498819⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00491733

DOI: 10.1080/02672570903498819

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