AR-Based Humorous Video Content on Consumers' Purchase Intention
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Video commerce creates opportunities for Indonesian Micro, Small, and Medium Enterprises (MSMEs) to promote products through interactive and entertaining short-form content. This study examines how Augmented Reality and Humor Marketing influence Purchase Intention through Emotional Arousal within the Stimulus–Organism–Response framework. A quantitative explanatory design was employed using a cross-sectional questionnaire completed by 405 Indonesian respondents aged 17–30 after viewing a standardized TikTok-style promotional video containing AR and humorous elements.
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Zenodo创建时间：
2026-11-04
