Inside Advertising: The Role of Presence in the Processing of Branded VR Content

Zeph van Berlo, Eva van Reijmersdal, Edith G. Smit, Nynke van der Laan

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

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.
Original languageEnglish
Title of host publicationAugmented Reality and Virtual Reality
Subtitle of host publicationChanging realities in a dynamic world
EditorsTimothy Jung, M. Claudia tom Dieck, Phillip A. Rauschnabel
PublisherSpringer/Link
Pages11-22
ISBN (Electronic)9783030378691
ISBN (Print)9783030378684
Publication statusPublished - 2020

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    van Berlo, Z., van Reijmersdal, E., Smit, E. G., & van der Laan, N. (2020). Inside Advertising: The Role of Presence in the Processing of Branded VR Content. In T. Jung, M. C. tom Dieck, & P. A. Rauschnabel (Eds.), Augmented Reality and Virtual Reality: Changing realities in a dynamic world (pp. 11-22). Springer/Link.