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

Chao GuShuyuan LinWei WeiChun YangJiangjie ChenWei MiaoJie SunYingjie Zeng2025-05-222025-05-22https://tustorage.ulb.tu-darmstadt.de/handle/tustorage/39237600How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?pdf