Effect of interactive advertising on Consumer purchasing behavior:

Document Type : Original Article

Author

Lecturer, Department of Media, Faculty of Arts, Zagazig University.

Abstract

The problem of the study stemmed in identifying interactive advertisements represented by virtual reality ads on websites as an effective advertising method that may affect the future of traditional advertisements, and to identify the extent of their impact on consumer buying behaviour.
The study proved that virtual reality advertisements using the technological means, represented in the Internet, possess a large amount of information, in addition to the diversity of the content presented through them, and thus these means can overcome the ambiguity and suspicion that many individuals have when exposed to it. It contains the basic criteria for medium richness and its ability to convey various information using modern technological techniques such as: multimedia, personal focus on the medium, and the use of interaction.

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