What drives technology-enhanced storytelling immersion? The role of digital humans

Eunyoung (Christine) Sung, Dai-In Danny Han, Sujin Bae, Ohbyung Kwon

Research output: Contribution to journalArticleScientificpeer-review

20 Citations (Scopus)

Abstract

In this research, we investigate consumer responses to technology-enhanced storytelling marketing via augmented digital humans in two different contexts. We test the role of an augmented digital human stimulus as a moderator for storytelling satisfaction in a technology-enhanced retail complex. Building on visual perception theory and information processing theory, the findings from our study reveal sequential links between the four realms of experience economy theory in a mixed reality environment and subsequent effects on storytelling satisfaction, which in turn are boosted by digital human storytelling. Overall, our findings reveal that digital human storytelling is an effective long-term marketing strategy in technology-enhanced environments.
Original languageEnglish
JournalComputers in Human Behavior
Volume132
DOIs
Publication statusPublished - 20 Feb 2022

Keywords

  • Artificial intelligence
  • Augmented reality
  • Digital human
  • Experience economy theory
  • Storytelling

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