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

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 proceeding › Chapter › Scientific › peer-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 language	English
Title of host publication	Augmented Reality and Virtual Reality
Subtitle of host publication	Changing realities in a dynamic world
Editors	Timothy Jung, M. Claudia tom Dieck, Phillip A. Rauschnabel
Publisher	Springer/Link
Pages	11-22
ISBN (Electronic)	9783030378691
ISBN (Print)	9783030378684
Publication status	Published - 2020

Cite this

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title = "Inside Advertising: The Role of Presence in the Processing of Branded VR Content",

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{\textquoteright} brand memory.",

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year = "2020",

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pages = "11--22",

editor = "Jung, \{Timothy \} and \{tom Dieck\}, \{M. Claudia\} and Rauschnabel, \{Phillip A. \}",

booktitle = "Augmented Reality and Virtual Reality",

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Inside Advertising: The Role of Presence in the Processing of Branded VR Content. / van Berlo, Zeph; van Reijmersdal, Eva; Smit, Edith G. et al.
Augmented Reality and Virtual Reality: Changing realities in a dynamic world. ed. / Timothy Jung; M. Claudia tom Dieck; Phillip A. Rauschnabel. Springer/Link, 2020. p. 11-22.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

TY - CHAP

T1 - Inside Advertising

T2 - The Role of Presence in the Processing of Branded VR Content

AU - van Berlo, Zeph

AU - van Reijmersdal, Eva

AU - Smit, Edith G.

AU - van der Laan, Nynke

PY - 2020

Y1 - 2020

N2 - 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.

AB - 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.

M3 - Chapter

SN - 9783030378684

SP - 11

EP - 22

BT - Augmented Reality and Virtual Reality

A2 - Jung, Timothy

A2 - tom Dieck, M. Claudia

A2 - Rauschnabel, Phillip A.

PB - Springer/Link

ER -

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

Abstract

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