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

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. Buil...

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Bibliographic Details
Published in:Computers in human behavior 2022-07, Vol.132, p.107246, Article 107246
Main Authors: Sung, Eunyoung (Christine), Danny Han, Dai-In, Bae, Sujin, Kwon, Ohbyung
Format: Article
Language:English
Subjects:
Artificial intelligence
Augmented reality
Data processing
Digital human
Experience economy theory
Marketing
Mixed reality
Storytelling
Virtual humans
Visual perception
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Summary: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. •We identified sequential links of experience economy between the four realms.•The sequential experiences lead to positive consumer storytelling satisfaction.•Storytelling via a digital human effectively promotes social media WOM.•Identified AR antecedents influence storytelling satisfaction.
ISSN:0747-5632
1873-7692
DOI:10.1016/j.chb.2022.107246