Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement

Jihoon (Jay) Kim (Grady Ph.D student), Joe Phua, Nah Ray Han (Grady Ph.D student), and Taeyeon Kim (Grady Ph.D student), “Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement” Accepted for presentation at the Association for Education in Journalism and Mass Communication (AEJMC) 2020 Annual Conference (Virtual), August 6-9, 2020.

Abstract: Although immersive advertising has emerged as a new persuasion tool in digital media environments, unanswered questions about its effectiveness remain. A between-subjects experiment (N = 127) with three levels of immersion (i.e., low, medium, high) tested whether greater levels of immersion led to more favorable attitude toward the advertisement and the brand. The results not only confirmed this hypothesis but also revealed the mediating roles of perceived novelty, perceived interactivity, and attitude toward the ad. Details about the effects of immersive advertising on consumer responses are presented, and theoretical and managerial implications are discussed.