KNYGA Nirma Sadamali Jayawardena 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.