Embodiment, immersion, and enjoyment in virtual reality marketing experiences

Abstract

This experiential marketing study examines the effects of body position and embodiment in shaping consumer intentions mediated by immersion and enjoyment during a virtual reality experience. After a qualitative study (n = 13) aimed at understanding what, in a virtual reality experience, motivates individuals to want to consume the promoted offer, we conducted a quantitative study (n = 300), using a partial least squares structural equation model. Our experimental context placed the users in the role of a kayaker discovering Antarctica via a virtual reality head‐mounted device. The results confirm the positive relationships implied by the conceptual model underpinning the research. The embodiment felt by the users has positive effects on immersion and enjoyment, which in turn positively shape the user‐consumer's intention to discover the destination for real. This study brings theoretical contributions that provide a clearer definition of embodiment in an experiential context. This study also provides professionals with guidance on the choice of virtual reality system contexts and experiential factors to stimulate positive behavioral intentions, in this case to discover a place for real.

Affordance, usefulness, enjoyment, and aesthetics in sustaining virtual reality engagement

“…The salience of perceived enjoyment in shaping attitudes is particularly noteworthy. Rather than spotlighting solely the practical advantages of a VR device, marketers might find it more effective to underscore the sheer enjoyment and immersive experiences their product offers 134 . Imagining an advertisement campaign that vividly brings to life the exhilarating adventures, captivating landscapes, and thrilling narratives possible with a particular VR headset can be potent in influencing prospective buyers.…”

Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability

“…Beyond narratives and arguments, researchers are interested in other message comparisons, such as the relative persuasive impact of augmented versus virtual reality (Leveau & Camus, 2023) and narrative versus statistical information (Allen & Preiss, 1997; Kopfman et al, 1998; Zebregs et al, 2015). Concerning the latter, all three cross‐modal pathways would seem to be viable for narratives and statistical information; however, researchers should also consider whether other pathways exist (Han & Fink, 2012).…”

Virtual Reality Advertising for Education Services

“…In ESS, the use of VR in advertising may enhance key criteria used to quantify ad performance. Mileva (2022) observed that VR advertising had much higher levels of engagement and emotional intensity than traditional television advertising. Another study by Wang et al (2020) found that VR commercials were more effective than traditional video ads in increasing brand recall, brand identity, and purchase intent.…”