Brands in virtual reality games: Affective processes within computer-mediated consumer experiences

Berlo, Zeph M. C. van; Reijmersdal, Eva A. van; Smit, Edith G.; Laan, Laura N. van der

doi:10.1016/j.jbusres.2020.09.006

Cited by 53 publications

(40 citation statements)

References 32 publications

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“…This growth involves online games becoming a part of marketing strategies for organisations targeting EAs [ 56 ]. Branding inside video games has been shown to increase affinity to a brand [ 59 ] and products that are detrimental to health have become commonplace in online games including tobacco [ 48 , 54 ], energy-dense nutrient-poor foods, and sugar-sweetened beverages [ 44 ]. For health and nutrition intervention, this suggests a potential opportunity through a range of media channels and influences at this level that are already being utilised by other organisations to engage EAs.…”

Section: Resultsmentioning

confidence: 99%

Improving the Health of Emerging Adult Gamers—A Scoping Review of Influences

Micallef¹,

Parker²,

Brennan³

et al. 2022

Nutrients

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Emerging adults (EAs), defined as adults aged 18 to 25, remain a difficult group to engage in healthy behaviours (including positive dieting and eating patterns). The environmental elements that influence the health behaviours of EAs have been studied. However, the literature is mixed on how online game environments, including eSports and game streaming, can be used to positively engage EAs. In this scoping review, we identified and analysed research on online games, EAs, and dietary patterns to create a behavioural ecological map of influences that intersect with EAs through online games. In total, 75 studies were found, identifying 23 influences that intersect with EAs through their online game use. ESports organisations, eSports athletes, and content creators may be areas of future research (and intervention) as these factors could positively influence the dietary behaviours of EAs (through online games).

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Section: Resultsmentioning

confidence: 99%

Improving the Health of Emerging Adult Gamers—A Scoping Review of Influences

Micallef¹,

Parker²,

Brennan³

et al. 2022

Nutrients

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“…Here lies an opportunity for future advergame research, because this plethora of novel advergame types is currently not reflected in the literature. Our systematic review revealed that there is a clear focus on desktop-based advergames and that other platforms, like mobile and VR, have received only limited academic attention (for exceptions, see Catal an, Mart ınez, and Wallace 2019; Okazaki and Yag€ ue 2012;Van Berlo, Van Reijmersdal, and Rozendaal 2020;Van Berlo et al 2021;Van Berlo, Van Reijmersdal, and Rozendaal 2020). This is unfortunate, because when compared to more traditional desktop-based advergames these novel types of advergames show a variety of new affordances that could be used to enhance people's overall consumer experiences while playing them (Flavi an, Ib añez-S anchez, and Or us 2019), for example, location-based reward systems in mobile advergames or consumer-product interactions with virtual products in VR advergames.…”

Section: The Future Of Advergame Researchmentioning

confidence: 99%

The Gamification of Branded Content: A Meta-Analysis of Advergame Effects

Berlo

Reijmersdal

Eisend

2021

Journal of Advertising

Self Cite

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Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies reporting nonsignificant or contradicting results. The current study aimed to address this research gap by providing a meta-analysis of five advergame effects (i.e., ad attitude, memory, persuasion, choice behavior, persuasion knowledge). A systematic search procedure was used and 38 relevant data sets were identified. The results indicate that, generally, (1) consumers have a more positive attitude toward advergames than other types of advertising; (2) brand and product information seems less likely to be remembered by consumers when it is communicated via an advergame versus different types of advertising; (3) advergames seem to be persuasive and (4) drivers of choice behavior; and (5) compared to other types of advertising, advergames are less likely to be recognized as advertising; finally, a metaregression model showed that (6) consumers' age mitigates the persuasiveness of advergames, meaning that younger consumers seem more susceptible to the persuasive effect of advergames than older consumers are.

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“…In line with the Affect‐as‐Information Theory, several researchers have recently emphasized the importance of affective responses in the context of AR and virtual reality (VR). van Berlo et al (2021), for example, suggested that people will potentially attribute their excitement to the stimulus brand that launched a VR app. Wang et al (2020, p. 1) argued that people use emotions to make “colored” judgments that influence their attitudes and behaviors.…”

Section: Introductionmentioning

confidence: 99%

Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing

Zanger

Meißner

Rauschnabel

2022

Psychology and Marketing

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According to recent research in augmented reality (AR) marketing, AR‐based product presentations have the potential to create extraordinary shopping experiences across the customer journey. However, the mechanisms that drive key marketing metrics, such as brand evaluations or purchase intentions, are yet to be thoroughly understood. Drawing on the Affect‐as‐Information Theory, this study placed affective responses, such as customers' enjoyment and inspiration, at the center of decision‐making and conducted two online experiments to empirically investigate (1) the differences in the intensity of affective responses between AR and non‐AR, (2) the interplay between affective and cognitive responses in shaping behavioral outcomes, and (3) the moderating role of customer‐specific factors (customers' AR familiarity and product knowledge) on affective responses. According to the results, although the affective responses increase purchase and word‐of‐mouth intentions directly as well as indirectly through product/brand attitudes, AR does not per se guarantee more positive affective responses; rather, they depend on the technical implementation of AR features and customers' AR expertise, among others.

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Brands in virtual reality games: Affective processes within computer-mediated consumer experiences

Cited by 53 publications

References 32 publications

Improving the Health of Emerging Adult Gamers—A Scoping Review of Influences

Improving the Health of Emerging Adult Gamers—A Scoping Review of Influences

The Gamification of Branded Content: A Meta-Analysis of Advergame Effects

Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing

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