Augmented reality advertising via a mobile app

Eunyoung (Christine) Sung, Dai-In Danny Han, Yung Kyun Choi

Research output: Contribution to journalArticleScientificpeer-review

31 Citations (Scopus)


Augmented reality (AR) mobile app advertising offers new opportunities for interactiveconsumer engagement to boost advertising effectiveness and elicit positive consumerresponses. In this study, we investigate the role of escapism by analyzing itsantecedents and consequences. We aim to shed light on how AR mobile app adver-tising can be used to enhance escapism experiences by considering two psychologicalmechanisms of mental imagery: narrative transportation (in response to ad storytelling)and spatial immersion. The consequences of escapism experiences include positivesocial media sharing, purchase intentions through brand attitudes, and new brandengagement via AR mobile app advertising. Prior brand preference does not affect therelationship between escapism and consumer responses after exposure to immersiveAR advertising. Our findings have meaningful implications for how industrypractitioners can enhance escapism in the context of AR mobile app advertising.
Original languageEnglish
Pages (from-to)543-558
Number of pages16
JournalPsychology & Marketing
Issue number3
Publication statusAccepted/In press - 10 Dec 2021


  • AR advertising
  • augmented reality
  • escapism
  • narrative transportation
  • spatial immersion


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