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

In: Augmented Reality and Virtual Reality

Author

Listed:
  • 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)

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.

Suggested Citation

  • Zeph M. C. van Berlo & Eva A. van Reijmersdal & Edith G. Smit & L. Nynke van der Laan, 2020. "Inside Advertising: The Role of Presence in the Processing of Branded VR Content," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck & Philipp A. Rauschnabel (ed.), Augmented Reality and Virtual Reality, pages 11-22, Springer.
    • Handle: RePEc:spr:prochp:978-3-030-37869-1_2
    DOI: 10.1007/978-3-030-37869-1_2
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