The Key to 360-Degree Video Advertising: An Examination of the Degree of Narrative Structure
Author:
Affiliation:
1. San Diego State University, San Diego, California, USA
2. Southern Methodist University, Dallas, Texas, USA
3. Nanyang Technological University, Singapore
Funder
American Academy of Advertising
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2019.1585305
Reference38 articles.
1. The Role of Narratives in Consumer Information Processing
2. Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences
3. Necessary but not sufficient: Beyond novelty in advertising creativity
4. Exploring the dimensions of ad creativity
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