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

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Book cover Augmented Reality and Virtual Reality

Part of the book series: Progress in IS ((PROIS))

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.

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Acknowledgements

The data that are presented in this paper were collected during a project (314-98-107) that is part of the research programme Creative Industry—Knowledge Innovation Mapping (KIEM). The project was partly financed by the Netherlands Organisation for Scientific Research (NWO) and partly by a private partner (VR Owl).

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Authors and Affiliations

  1. Amsterdam School of Communication Research (ASCoR), University of Amsterdam, Amsterdam, The Netherlands

    Zeph M. C. van Berlo, Eva A. van Reijmersdal & Edith G. Smit

  2. Department of Communication and Cognition, Tilburg University, Tilburg, The Netherlands

    L. Nynke van der Laan

Authors
  1. Zeph M. C. van Berlo
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  2. Eva A. van Reijmersdal
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  3. Edith G. Smit
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  4. L. Nynke van der Laan
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Corresponding author

Correspondence to Zeph M. C. van Berlo .

Editor information

Editors and Affiliations

  1. Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK

    Timothy Jung

  2. Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK

    M. Claudia tom Dieck

  3. Digital Marketing and Media Innovation, Bundeswehr University Munich, Neubiberg, Bayern, Germany

    Philipp A. Rauschnabel

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van Berlo, Z.M.C., van Reijmersdal, E.A., Smit, E.G., van der Laan, L.N. (2020). Inside Advertising: The Role of Presence in the Processing of Branded VR Content. In: Jung, T., tom Dieck, M.C., Rauschnabel, P.A. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-37869-1_2

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