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Mobile Virtual Reality provides a gateway for marketers to innovatively reach consumers. This study examines the impact of Virtual Reality in the context of transformational brand experience appeals, focussing specifically on the determining role of vividness. A three-dimensional conceptual framework is presented, offering a systematic review of th...
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More and more brands are utilizing online word-of-mouth recommendations to promote their products and using product ingredients more widely in marketing communications. However, no research has explored how recommendation terms (ingredient vs. function) for functional products affects consumers' attitudes. Through one pilot study and four experimen...
Citations
... For example, one study proposed an approach to generate realistic avatars that include "natural facial expressions of a high-reality avatar to become a reliable conversation partner" (Kato et al., 2022, p. 131). Various empirical studies have shown that presence increases with vividness (Kim & Ko, 2019;Nicovich et al., 2006;Van Kerrebroeck et al., 2017;Zimmons & Panter, 2003) and that users experience a higher sense of presence when the virtual environment more closely mirrors the real world (Zhang et al., 2022a). Similarly, researchers have found that when a virtual world correctly renders the real world's physical rules through rendering techniques, the sense of co-presence increases (Kim et al., 2020). ...
... Visual imagery has long been adopted by marketers to communicate an understanding of what an experience offers, producing a stronger mental imagery for the consumer (Huang et al., 2013;MacKay and Fesenmaier, 1997). Images enhance the feeling of being able to explore a destination, which can positively impact attitudes and purchase intentions (Van Kerrebroeck et al., 2017). Further, images help users position themselves within the representation, and seeing people one identifies with strengthens one's connection to a destination (Tussyadiah and Fesenmaier, 2009). ...
p>The increasing popularity and accessibility of virtual reality (VR) presents an opportunity for destination marketers to leverage its strengths to attract visitors. However, VR's benefits over more traditional media formats remain unclear. This paper reports results from two experiments that compared the impacts of consuming destination marketing material through VR with other media formats. The measured impacts include destination image, perceived advertising effectiveness, and behavioral intentions. Further, the dual experiments allowed for a comparison between different VR content styles (i.e. active vs. passive). Results show that more active VR content largely outperformed other media formats, but with a more passive style of VR these benefits were mostly muted. The findings have direct theoretical and practical implications relating to VR tourism marketing.</p
... Visual imagery has long been adopted by marketers to communicate an understanding of what an experience offers, producing a stronger mental imagery for the consumer (Huang et al., 2013;MacKay & Fesenmaier, 1997). Images enhance the feeling of being able to explore a destination, which can positively impact attitudes and purchase intentions (Van Kerrebroeck et al., 2017). Further, images help users position themselves within the representation, and seeing people one identifies with strengthens one's connection to a destination (Tussyadiah & Fesenmaier, 2009). ...
p>The increasing popularity and accessibility of virtual reality (VR) presents an opportunity for destination marketers to leverage its strengths to attract visitors. However, VR's benefits over more traditional media formats remain unclear. This paper reports results from two experiments that compared the impacts of consuming destination marketing material through VR with other media formats. The measured impacts include destination image, perceived advertising effectiveness, and behavioral intentions. Further, the dual experiments allowed for a comparison between different VR content styles (i.e. active vs. passive). Results show that more active VR content largely outperformed other media formats, but with a more passive style of VR these benefits were mostly muted. The findings have direct theoretical and practical implications relating to VR tourism marketing.</p
... Additionally, VR's ability to create high vividness and presence perceptions is found in favorable attitudes toward advertisements and brands, which stimulates purchase intentions (Kerrebroeck et al., 2017). Creating a new channel for marketing communications, VR enables consumers to experience a 'real-use' sense of products and services, making marketing messages more effective (Jung et al., 2019). ...
This article dives into how Virtual Reality (VR) transforms marketing and its importance in redefining consumer engagement with immersive, interactive experiences. First known in gaming, virtual reality has expanded into virtual product demos and retail environments, allowing brands to narrate their story and digitally mold consumer attitudes and behaviors. VR is still struggling with a high entry barrier due to the hardware, including privacy concerns and hefty price tags, all of which make it far from mainstream. What should we expect in the future? We may see AR and mixed reality (MR) integration, potentially expanding into education, healthcare, and tourism. To address these limitations, the article proposes that more research should be done and sets out a blueprint for standardizing the way VR is assessed and measured and its effect on different subgroups to optimize the effectiveness and ethics of VR marketing.
... 2.3.6 System quality and experiential value. Consumers' sense of presence, engagement and enjoyment are increased when they have a seamless and immersive VR experience (Van Kerrebroeck et al., 2017). A more immersive and fascinating experience is made possible by system quality elements, including realistic images, excellent audio, fluid interaction and a sense of being physically in the virtual environment. ...
... media content) determines the development of interpersonal relationships, and the same idea can be extended to the development of parasocial relationships (Aw and Chuah, 2021). According to past research, consumers' sense of connection and attachment to the media figure increases when they find VR content to be meaningful, educational, amusing and engaging (Van Kerrebroeck et al., 2017). ...
Purpose
The study aims to investigate how artificial intelligence (AI)-powered virtual streamers can supercharge brands in live-streaming virtual commerce (v-commerce). Built upon social identity theory (SIT) and experiential value theory, we developed a framework to investigate the impact of AI-powered virtual streamers’ personalization and human-like personalities and live-streaming v-commerce’s system quality and content quality on brand image, mediated by parasocial interaction and experiential value.
Design/methodology/approach
A survey was designed and distributed to the target respondents via social media channels. SmartPLS version 4.0.9.4 was used to analyze a total of 354 responses after the data were obtained via purposive sampling.
Findings
The results show that personalization, human-like personality, system quality and content quality are positively associated with parasocial interaction and experiential value, which subsequently impact brand image.
Originality/value
This study addresses the gap of relatively sparse academic literature on the implications of AI-powered virtual streamers in live-streaming v-commerce on brand image.
... Construction professionals are involved throughout the lifecycle of construction projects (Van Kerrebroeck et al., 2017) to ensure effective project completion, notably in quality, schedule and cost (Akinosho et al., 2020). Among construction professionals, quantity surveyors (QSs) bring value to projects in terms of financial aspects at all project stages, from initial project planning to completion (Yogeshwaran et al., 2018). ...
... Our research proposes that CVI and CI are important virtual-reality celebrity resources associated with PR, presence, and BECCI. Although previous studies have examined CVI and CI in media richness and fan marketing research [48,61,62,80], an integrated model has been lacking. Based on E-D logic, our statistical results show that CVI and CI have significant direct impacts on PR and presence, respectively. ...
Brand equity co-creation can drive up platform value. In real world, celebrities play a crucial role in influencing brand equity co-creation. However, in metaverse celebrity-infused entertainment activities, there is a research gap in the impact of celebrities on brand equity co-create intention, which is crucial for marketing. Through a moderated mediation model, we examine the impact of celebrity virtual image and celebrity real-life influence on experience co-creation (parasocial relationship, presence) and further analyze the impact of experience co-creation on brand equity co-create intention. Additionally, we explore the moderating effect of celebrity real-life influence. Our study provides theoretical contributions by linking celebrity features to brand equity co-create intention from a virtual experiential-dominant perspective. We also find that celebrity real-life influence has a virtual-reality continuum and the characteristic of implicit priming moderating effect. We suggest that new media marketing practitioners recognize that metaverse celebrity virtual image branding and endorsement can be cost-effective while ensuring effectiveness.
... For "system function quality", the sensory properties of a VR system (e.g., vividness) have a significant impact. Van Kerrebroeck et al. [91] found that the vividness of video content positively impacts presence. Wei et al. [58] also found that VR vividness can affect users' behavioral willingness to use VR; the clearer and more realistic the picture, the greater the sense of presence. ...
This study investigates the mechanisms of virtual reality (VR) tourism’s impact on the well-being of residents in long-term care facilities (LTCFs). It aims to understand how presence and flow during VR experiences can enhance well-being. This experimental study used a quantitative approach with structured questionnaires to investigate VR experiences among LTCF residents in Taiwan. After obtaining ethical approval, 145 eligible participants from four LTCFs completed a full five-week VR tourism experience. Data collection took place from June to November 2022. This study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS software to analyze the causal relationships between latent variables. The results confirm that the more vivid the virtual reality image (β = 0.240, p < 0.05), the more immersive the experience (β = 0.267, p < 0.05), the greater the ability to control the experience (β = 0.465, p < 0.001), and the greater the ability to stimulate curiosity during the experience (β = 0.290, p < 0.05), the greater the sense of presence. Increased presence leads to user engagement and a state of flow (β = 0.556, p < 0.001), which is essential for personal hedonia (β = 0.453, p < 0.001) and eudaimonia (β = 0.220, p < 0.001). This study elucidates the mechanisms through which VR tourism experiences enhance well-being among LTCF residents, emphasizing the critical roles of presence and flow in promoting both hedonic and eudaimonic dimensions of well-being.
... This sense of presence can enhance consumer involvement and emotional attachment to the brand, leading to stronger brand recall and positive word-of-mouth. For example, a VR experience that takes consumers on a virtual journey through a brandʹs history or showcases the craftsmanship behind a product can create a deep emotional connection and foster brand loyalty (Van Kerrebroeck et al., 2017). Despite the potential benefits of VR in marketing, there are also challenges and limitations that need to be considered. ...
... The study also found that VR can increase consumersʹ perceived value of the product and their intention to purchase. Similarly, Van Kerrebroeck et al. (2017) found that VR can create positive emotional responses and enhance consumersʹ attitudes towards the brand. These findings highlight the potential of VR to create impactful marketing experiences that resonate with consumers and drive positive outcomes. ...
... Studies have shown that VR can enhance consumer engagement by providing interactive and immersive experiences that capture attention and foster deeper involvement with the brand. For example, a study by Van Kerrebroeck et al. (2017) found that VR experiences can create a stronger sense of presence and immersion compared to traditional media, leading to higher levels of consumer engagement and enjoyment. This heightened engagement is often attributed to the multisensory nature of VR, which allows consumers to interact with virtual environments in ways that are not possible with traditional advertising methods. ...
This study explores consumer perceptions of virtual reality (VR) in marketing, aiming to understand how immersive technology impacts engagement and brand perception. As VR continues to evolve and integrate into various marketing strategies, it becomes crucial to examine its effectiveness and the factors influencing consumer attitudes. Through a detailed thematic analysis, this research identifies key themes such as familiarity with VR technology, immersion and engagement, technical quality, accessibility, personalization, storytelling, social interaction, purchase intentions, and brand perception. The findings reveal that familiarity with VR enhances enthusiasm and comfort, leading to more positive attitudes towards VR marketing. The immersive and multi-sensory nature of VR provides a significant advantage over traditional advertising methods, fostering stronger emotional connections and increasing memorability. However, the quality of the VR experience is critical; high-quality graphics and seamless interactions are essential for maintaining positive consumer perceptions. Technical issues, such as lag and motion sickness, can negatively impact the experience, especially for those less acquainted with VR technology. Accessibility remains a challenge, with limited access to VR headsets restricting the reach of VR marketing campaigns. Personalization of VR content is highly valued, though it must be balanced with ethical considerations related to data privacy. The power of storytelling in VR enhances engagement by allowing consumers to actively participate in narratives. Social interaction within VR experiences adds an extra layer of enjoyment. The study also highlights the practical applications of VR marketing in high-involvement sectors and underscores the need for continuous innovation and consumer feedback to maximize the technology's impact. Overall, VR holds significant potential to transform marketing practices by offering immersive, engaging, and memorable experiences that deepen consumer connections and drive positive outcomes.
... Immersive virtual environments also give the user a sense of being present in the virtual world, which is known as spatial presence (Sundar et al., 2017;Van Kerrebroeck et al., 2017;Fonseca & Kraus, 2016). Spatial presence is defined as "a two-dimensional construct of a shifted self-location and a shifted perception of action possibility" (Breves & Heber, 2019). ...
... Furthermore, individuals who interact with 360° videos experience high levels of interactivity compared to regular videos (Van Kerrebroeck et al., 2017) because of the movement experienced in a digital environment, which is normally stationary in real life (Riecke et al., 2006). Individuals can also simulate their behaviors in real life by interacting with a 360° video that is synonymous with them moving their heads in real life. ...
... Immersion is also greater for 360° videos compared to regular videos and static pictures, because they have high levels of spatial presence and interactivity, giving the user a feeling of being in a digital world. Therefore, individuals will exhibit increased pro-environmental behaviors and attitudes toward recycling when experiencing digital environments (Ahn et al., 2015;Van Kerrebroeck et al., 2017;Riecke et al., 2006). Moreover, realistic immersive media are found to be more persuasive (De Gauquier et al., 2018;Van Kerrebroecket al., 2017). ...
This dissertation examines the effects that spatial distance, cognitive elaboration, and immersive media type have on individuals’ attitudes towards recycling, behavioral intentions to recycle, and connectedness with nature, seeking guidance from the
elaboration likelihood model, media immersion, and construal level theory. This was done using a between-subjects factorial design and mediation model in study one. Study one was conducted by manipulating immersive media type (360° online video vs. 2D online video) and spatial distance (close vs. far away) with cognitive elaboration being used as a correlational, mediating variable. Then, study two was conducted by manipulating cognitive elaboration (high vs. low) and making immersive media type (360° online video vs. 2D online video) a manipulated factor, shifting cognitive elaboration from a mediating variable to a causal, manipulated variable from study one to study two respectively to establish causal effects.
