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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