The Telepresence Effect: Changing Attitudes Via Virtual Tours in Marketing Communications

Nathalie Spielmann, NEOMA Business School, France
Antonia Mantonakis, Brock University, Canada
Barry J. Babin, Louisiana Tech University, USA
Aikaterina Manthiou, NEOMA Business School, France
Virtual online tours enable a consumer to immerse themselves in environments without physically being in them, usually in the hopes of encouraging positive attitudes toward the advertiser. Two studies demonstrate how consumer and advertiser interactivity, unique to virtual tours, leads to telepresence (e.g., immersion), which then leads to positive attitudes.
[ to cite ]:
Nathalie Spielmann, Antonia Mantonakis, Barry J. Babin, and Aikaterina Manthiou (2016) ,"The Telepresence Effect: Changing Attitudes Via Virtual Tours in Marketing Communications", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 759-759.