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

Chao GuShuyuan LinWei WeiChun YangJiangjie ChenWei MiaoJie SunYingjie Zeng2025-05-222025-05-222023jz000180-0467https://tustorage.ulb.tu-darmstadt.de/handle/tustorage/39236600How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?Articlehttps://doi.org/10.3390/systems11090471