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Keywords: Media richness
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Journal Articles
Generation Z’s response to the virtual reality advertising in China
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (3): 367–377.
Published: 11 April 2023
... of about 50 square meters and then complete a questionnaire. Findings VR’s media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR’s media richness and sense of presence positively influence respondents’ attitudes toward...
