?The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review?

Using the social psychology theory of elaboration likelihood model (ELM), we present a conceptual model of persuading consumer attitudes through virtual and augmented reality advertisements. We begin this paper with a systematic literature review that assesses a number of theoretical and empirical papers that utilize ELM for virtual reality and augmented reality advertisements. The second section presents research prepositions that facilitate the investigation of consumer attitude persuasion through virtual reality and augmented reality ad-vertisements. The authors identified six research prepositions that facilitate the investigation of consumer atti-tude persuasion through these advertisements based on the literature. Presented in the third section of this paper is a detailed future research agenda organized by two main research paths: central and peripheral. Moreover, advertisement quality, demographic differences, and the technological context of virtual and augmented reality advertisements helped to facilitate central route persuasion. Variables such as source credibility, social presence, and message content in virtual reality and augmented reality advertisements were found as the persuasion factors under the peripheral route. Therefore, this study provides a method to examine consumer attitudes through virtual reality and augmented reality advertisements using the social psychology theory of elaboration likelihood modelling (ELM).