Browse > Article
http://dx.doi.org/10.17703/JCCT.2019.5.1.205

Study on Mixed Reality and Brand Storytelling  

Kim, Jung Kyu (Dept. of Mass Communication, Pukyong National Univ.)
Publication Information
The Journal of the Convergence on Culture Technology / v.5, no.1, 2019 , pp. 205-210 More about this Journal
Abstract
Alongside the development of communication technologies such as smart phone, 5G, advertisements which have been regarded as nexus of marketing behaviors are treated as surplus entities in our society now. Ad marketers have been focusing on storytelling advertisements via SNS or similar web-services. We are facing another big media changes such as Virtual Reality, Augmented Reality. Especially the current study probes Mixed Reality as the potential key of new storytelling brand marketing with discussing directions and insights based on the narrative transportation theory.
Keywords
Brand Marketing; Mixed Reality; Storytelling; Narrative Transportation Theory;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Van Laer, Tom, Ko De Ruyter, Luca M. Visconti, and Martin Wetzels, "The Extended Transportation-imagery Model: A Meta-analysis of the Antecedents and Consequences of Consumers' Narrative Transportation," Journal of Consumer Research, 40 (5), 797-817, 2014.   DOI
2 Jung, Young-Kee, "Presentation Training System based on 3D Virtual Reality," The Journal of the Convergence on Culture Technology (JCCT) Vol. 4, No. 4, pp.309-316. 2018.   DOI
3 Green, Melanie C., and Timothy C. Brock (2002), "In the Mind's Eye: Transportation-Imagery Model of Narrative Persuasion," in Narrative Impact: Social and Cognitive Foundations., ed. Melanie C. Green, Jeffrey J. Strange, and Timothy C. Brock, Mahwah, NJ: Erlbaum, 315-41.
4 Van Laer, Tom, Ko De Ruyter, Luca M. Visconti, and Martin Wetzels, "The Extended Transportation-imagery Model: A Meta-analysis of the Antecedents and Consequences of Consumers' Narrative Transportation," Journal of Consumer Research, 40 (5), 797-817, 2014.   DOI
5 Green, Melanie C., and Keenan M. Jenkins , "Interactive Narratives: Processes and Outcomes in User-Directed Stories," Journal of Communication, 64 (3), 479-500, 2014.   DOI
6 Ahn, Sun Joo, Amanda Minh Tran Le, and Jeremy Bailenson, "The Effect of Embodied Experiences on Self-other Merging, Attitude, and Helping behavior," Media Psychology, 16(1), 7-38, 2013.   DOI
7 Park, Minsoo, "Cognitive Factors in Adaptive Information Access," International Journal of Advanced Culture Technology, Vol. 6, No. 4, 309-316, 2018. DOI https://doi.org/10.17703//IJACT2018.6.4.309   DOI