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Abstract Augmented reality (AR) mobile app advertising offers new opportunities for interactive consumer engagement to boost advertising effectiveness and elicit positive consumer responses. In this study, we investigate the role of escapism by analyzing its antecedents and consequences. We aim to shed light on how AR mobile app advertising can be used to enhance escapism experiences by considering two psychological mechanisms of mental imagery: narrative transportation (in response to ad storytelling) and spatial immersion. The consequences of escapism experiences include positive social media sharing, purchase intentions through brand attitudes, and new brand engagement via AR mobile app advertising. Prior brand preference does not affect the relationship between escapism and consumer responses after exposure to immersive AR advertising. Our findings have meaningful implications for how industry practitioners can enhance escapism in the context of AR mobile app advertising.
Sung et al. (Mon,) studied this question.