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

Author

Listed:
  • 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)

  • Sana Debbabi
  • Mohamed Daassi

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.

Suggested Citation

  • Serge Baile & Sana Debbabi & Mohamed Daassi, 2010. "Effect of online 3D advertising on consumer responses: the mediating role of telepresence," Post-Print halshs-00491733, HAL.
    • Handle: RePEc:hal:journl:halshs-00491733
    DOI: 10.1080/02672570903498819
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    Citations

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    Cited by:

    1. Kim, Seeun & Baek, Tae Hyun & Yoon, Sukki, 2020. "The effect of 360-degree rotatable product images on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    2. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    3. Mohamed Daassi & Sana Debbabi, 2021. "Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism," Post-Print hal-03372420, HAL.
    4. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Kamal Basha, Norazlyn & Liu, Yide, 2021. "Are men from Mars, women from Venus? Examining gender differences towards continuous use intention of branded apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

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