Impact of Faux Out-Of-Home (FOOH) Advertising on Perceived Realism and Product Value in Fashion Industry -Moderating Role of Cognitive Processing Style-

As digital transformation accelerates in the fashion industry, social media has emerged as a dominant marketing channel, reshaping how brands engage with consumers. Among the latest innovations, faux out-of-home (FOOH) advertising leverages computer-generated imagery (CGI) and augmented reality (AR) technologies to create hyper-realistic advertising experiences without physical installations. This study examines the interactive effect of advertising types and cognitive processing styles on perceived product value through presence. Using a 2 × 2 experimental design, we compared FOOH and traditional advertisements while incorporating emotional cognitive style as a moderating variable. Data were collected from 200 participants, and analysis revealed that FOOH ads significantly increased presence compared to conventional ads (B=.498, p<.001). Presence positively affected perceived product value (B=.539, p<.001), confirming a mediating effect where FOOH ads indirectly influence perceived value through heightened presence, with the effect being stronger among consumers with more emotional cognitive styles. Theoretical contributions include extending the stimulus-organism-response framework to immersive digital advertising, while practical implications include guiding fashion marketers in effectively designing and deploying FOOH campaigns on social media platforms.