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

作者：

Highlights：

• 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.

摘要

•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.

论文关键词：Digital human,Storytelling,Augmented reality,Artificial intelligence,Experience economy theory

论文评审过程：Received 20 January 2021, Revised 10 February 2022, Accepted 20 February 2022, Available online 21 February 2022, Version of Record 24 February 2022.

论文官网地址：https://doi.org/10.1016/j.chb.2022.107246