How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?

Chao Gu, Shuyuan Lin, Wei Wei, Chun Yang, Jiangjie Chen, Wei Miao, Jie Sun, Yingjie Zeng. How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?. Systems, 11(9):471, September 2023. [doi]

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