Virtual reality advertising with brand experiences: the effects of media devices, virtual representation of the self, and self-presence

Abstract

Virtual reality (VR) is gaining mainstream attention, but little is known about the effects of VR advertising (VR ad). This study examined 360-degree video-based advertising, which presented an entire view of the scene and allowed users to pan around the view interactively. In particular, the study sought to answer the following questions: (a) does the effect of VR ad vary when it is viewed with different media devices?; (b) what is the effect of virtual representation of the self (VRS) in VR ad?; and (c) does self-presence mediate the association between VRS and the user’s experience with an advertised brand? An experiment (N = 203) was conducted using a 2 (VRS: present vs. absent) × 3 (media devices: smartphone vs. computer vs. head-mounted display) between-subjects design. Primary findings indicate that absence of VRS in VR ad had positive effects on users’ liking the ad and favorable attitude toward the advertised brand. Self-presence was found to be a significant mediator that explains why absence of VRS led to favorable experiences. The study did not find any significant difference on VR ad experiences across media devices. Theoretical and practical implications of VR ad were discussed.

Keywords:

• Virtual reality
• 360-degree videos
• advertising
• media devices
• virtual representation of the self
• self-presence

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Hayeon Song

Hayeon Song (Ph.D., University of Southern California) is a professor in the Department of Interaction Science at Sungkyunkwan University in Seoul, South Korea. Her primary research interest is to investigate ways to use new media (e.g., artificial intelligence, robots, games, social media, mobile phones, etc.) as persuasive and educational vehicle for health promotion. Her broader research areas include media psychology, health communication, and human-computer interaction.

Jihyun Kim

Jihyun Kim (Ph.D., University of Wisconsin-Milwaukee) is an Associate Professor in the Nicholson School of Communication and Media at the University of Central Florida, USA. Her primary research is focused on the effects and implications of new media/communication technologies for meaningful outcomes (e.g., education, health). Her research also explores human-machine communication in diverse contexts.

Thao P.H. Nguyen

Thao P. H. Nguyen (M.S., Gachon University) is a Ph.D. student in the Human Resource Studies program at Cornell University. Her major interests focus on discovering the impact of technology in the workplace on HR practices and employee experiences. She is particularly interested in virtual teams and leadership, especially how geographical dispersion and reliance on technological communication shape team dynamics and performance, and what virtual leaders should do to lead effectively.

Kwan Min Lee

Kwan Min Lee (Ph.D., Stanford University) is the inaugural Korea Foundation Professor in Contemporary Korean Society and New Media, and the Director of UX (User Experience) Lab at the Wee Kim Wee School of Communication and Information at Nanyang Technological University (NTU). His research interests are UX (User Experience) innovation, social and psychological effects of ICT (Information and Communication Technologies), and human-machine interaction. He is an associate editor of Computers in Human Behaviors.

Namkee Park

Namkee Park (Ph.D., University of Southern California) is a professor in the Department of Communication at Yonsei University, South Korea. His research interests include social psychological implications of communication technologies including human-computer interaction (HCI) and computer-mediated communication (CMC).