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Human vs. machine as message source in advertising: examining the persuasiveness of brand influencer type and the mediating role of source credibility for advertising effectiveness in social media advertising
(University of Missouri--Columbia, 2022)
. The focus of this dissertation is on that of the machine as source. By "machine" this study refers broadly to AI agents, defined to mean digitally created artificial beings that can think and perform tasks like a human. The specific AI agent examined here...
Telling an augmented story - how can web-based augmented reality be used in designing narratives for brands?
(University of Missouri--Columbia, 2023)
[EMBARGOED UNTIL 8/1/2024] The advance of website-based augmented reality (Web AR) enables advertisers to create and lets consumers receive mobile AR (MAR) content easily, necessitating research on Web AR used to design ...