Inside advertising: The role of presence in the processing of branded VR content
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| Publication date | 2020 |
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| Book title | Augmented reality and virtual reality |
| Book subtitle | Changing realities in a dynamic world |
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| ISBN (electronic) |
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| Series | Progress in IS |
| Event | International Augmented and Virtual Reality Conference |
| Pages (from-to) | 11-22 |
| Publisher | Cham: Springer |
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| Abstract |
Virtual reality (VR) has become a new playground for brands and advertisers. However, empirical evidence for the effectiveness of VR branded content is still scarce. The aim of this study is therefore to examine the effectiveness of branded content in virtual space and the role of presence in the processing of brand information when playing a branded VR game. An experiment (N = 81) was conducted (using HTC Vive hardware) and showed that playing branded VR games can improve (implicit) brand memory. Moreover, the study showed that the increase in immersion experienced from playing a branded VR game strengthens players’ brand memory.
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| Document type | Conference contribution |
| Language | English |
| Related publication | Brands in virtual reality games: Affective processes within computer-mediated consumer experiences |
| Published at | https://doi.org/10.1007/978-3-030-37869-1_2 |
| Downloads |
Inside advertising (preprint)
(Accepted author manuscript)
2020 - Van Berlo Van Reijmersdal Smit Van der Laan
(Final published version)
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