Digital Advertising and Consumer Behavior

This book aims to examine the practical implications of digital video advertising across a wide range of contemporary video formats. It systematically explores the contributions of advanced advertising technologies―including 360-degree video, virtual reality, augmented reality, mixed reality, 3D and 2D video formats, artificial intelligence, blockchain technology, high-definition (HD) video, and Dolby surround sound―in enhancing consumer experience and engagement. The book provides actionable insights into visual arrangement strategies and immersive design principles, making it a valuable reference for advertising design agencies, creative professionals, and expert panels involved in digital and 3D video advertising. In addition, it serves as a comprehensive knowledge resource for researchers working in gamification, virtual reality, and augmented reality by presenting the latest research findings in advertising technology. By outlining emerging trends and proposing future research directions, the book offers significant academic value for postgraduate and doctoral students seeking to pursue research in digital video advertising and related advertising technologies.  The book is structured into three interrelated parts. The first part establishes the conceptual foundation of social proof and social media–driven influences on consumer decision-making. Chapters in this section analyze social media marketing strategies, mechanisms of brand awareness creation, the role of fear of missing out (FOMO), and the dynamics of digital influence shaping consumer behavior. The second part focuses on technological advancements that are redefining digital video advertising practices. It explores immersive and data-driven formats such as virtual reality, augmented reality, short-form video advertising, metaverse-based product demonstrations, and advanced video analytics. The final part examines effective digital video advertising strategies through the lens of consumer cognition, ethics, and engagement. Key themes include gamification, 3D video advertising in sports marketing, digital twins, extended reality (XR) technologies, and ethical concerns associated with artificial intelligence and data analytics.

Nirma Jayawardena is Assistant Professor in Marketing at the University of Bradford, UK. She holds a BSc in Business Management (First-Class Honours) from NSBM Green University, Sri Lanka, and an MBA in International Business from the University of Colombo, Sri Lanka. She also completed a Graduate Diploma in Business Research and a PhD in Marketing at Griffith University, Australia. Her research interests include consumer psychology, consumer social cognition, digital video advertising, and experimental research methods.

Sara Quach is Associate Professor in Marketing at Griffith University, Australia, and has been recognised as the Rising Star in the Marketing Discipline 2020 by The Australian. She has published over 80 A-ranked journal articles since 2015 (ABDC). Her research has been published in leading marketing journals including but not limited to the Journal of the Academy of Marketing Science, Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Journal of Strategic Marketing, and Marketing Intelligence and Planning. 

Park Thaichon is Associate Professor of Marketing at the University of Southern Queensland, and an Adjunct Associate Professor of Marketing at the Griffith Asia Institute, Griffith University. His research, teaching, and consulting focus are on digital marketing, AI, technology, relationship marketing, and consumer behaviour. He has been appointed to various leadership roles in research, learning and teaching, student recruitment and agent engagements, and academic community service. He is open to research collaboration, consulting projects, and commercial research. He has been working with organisations such as Australia- ASEAN Council, the Commonwealth Scientific and Industrial Research Organisation, Data61 Business Unit, AGL Energy Ltd, True Corporation Ltd, Nhon Trach New Industry City Ltd, among others.

Abhishek Behl is Associate Professor at Keele Business School, Keele University, UK, where his area of research interest is Information Systems and Management. He has earned his second PhD from Indian Institute of Technology, Bombay, where his research is in the area of crowdfunding and gamification. He is a winner of the prestigious ‘Naik and Rastogi Award for excellence in PhD’ from IIT Bombay. He has taught subjects like business analytics, marketing analytics, gamification, marketing research, and qualitative data analytics. He has also served as a Senior Manager – Research at Centre for Innovation Incubation and Entrepreneurship, IIM Ahmedabad. His research is in the area of business analytics and decision sciences with a focus on gamification, stakeholder engagement, sustainability, and e-commerce start-ups.