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Augmented Reality Advertising in Entertainment Programming: An Exploration Across Cultures
Hui Fei Lin
*
, Hsin yi Sandy Tsai, Benjamin Yeo
*
此作品的通信作者
傳播與科技學系
研究成果
:
Article
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同行評審
4
引文 斯高帕斯(Scopus)
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Keyphrases
Augmented Reality
100%
Entertainment
100%
Incongruity
100%
Across Cultures
100%
Product Placement
100%
Augmented Reality Advertising
100%
Advertisement Attitude
100%
Title Sponsorship
100%
Taiwanese
66%
Taiwan
33%
United States
33%
Product Type
33%
Advertisers
33%
Design of Experiments
33%
Subject Experiment
33%
Cultural Differences
33%
Between-subject
33%
Advertising Campaign
33%
3D Dynamic
33%
Television Show
33%
Advertising Effects
33%
Cross-screen
33%
Schema Congruity Theory
33%
Limited Capacity Model
33%
Brand Recall
33%
Social Sciences
Advertising
100%
Augmented Reality
100%
Product Placement
42%
TV
14%
Congruence
14%
Advertising Campaign
14%
Cultural Differences
14%
Congruity Theory
14%
Advertising Effect
14%
Arts and Humanities
Placement
100%
viewer
50%
Taiwanese
33%
Taiwan
16%
Cultural Differences
16%
ads
16%
TV
16%
advertisers
16%
Limited Capacity
16%
Experiment Design
16%
Advertising Campaign
16%
Psychology
Congruence
100%
Capacity Model
100%