Inside advertising: The role of presence in the processing of branded VR content

Autor:	van Berlo, Z.M.C., van Reijmersdal, E.A., Smit, E.G., van der Laan, L.N., Jung, T., tom Dieck, M.C., Rauschnabel, P.A.
Přispěvatelé:	ASCoR Other Research (FMG), Persuasive Communication (ASCoR, FMG)
Jazyk:	angličtina
Rok vydání:	2020
Předmět:	Branded content Computer science Immersion (virtual reality) Virtual space Advertising Virtual reality Empirical evidence
Zdroj:	Augmented Reality and Virtual Reality ISBN: 9783030378684 Augmented reality and virtual reality: Changing realities in a dynamic world, 11-22 STARTPAGE=11;ENDPAGE=22;TITLE=Augmented reality and virtual reality
ISSN:	2196-8705
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e7ece07218098146bf085da1cda981c6 https://doi.org/10.1007/978-3-030-37869-1_2 Zobrazit plný text záznamu