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

Zeph M. C. van Berlo (), Eva A. van Reijmersdal, Edith G. Smit and L. Nynke van der Laan
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Zeph M. C. van Berlo: University of Amsterdam
Eva A. van Reijmersdal: University of Amsterdam
Edith G. Smit: University of Amsterdam
L. Nynke van der Laan: Tilburg University

A chapter in Augmented Reality and Virtual Reality, 2020, pp 11-22 from Springer

Abstract: 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.

Keywords: Brand memory; Virtual reality (VR); Presence; Immersion (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-030-37869-1_2

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DOI: 10.1007/978-3-030-37869-1_2

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