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

  • Zeph M. C. van BerloEmail author
  • Eva A. van Reijmersdal
  • Edith G. Smit
  • L. Nynke van der Laan
Chapter
Part of the Progress in IS book series (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.

Keywords

Brand memory Virtual reality (VR) Presence Immersion 

Notes

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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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Zeph M. C. van Berlo
    • 1
    Email author
  • Eva A. van Reijmersdal
    • 1
  • Edith G. Smit
    • 1
  • L. Nynke van der Laan
    • 2
  1. 1.Amsterdam School of Communication Research (ASCoR)University of AmsterdamAmsterdamThe Netherlands
  2. 2.Department of Communication and CognitionTilburg UniversityTilburgThe Netherlands

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