Enhancing Audience Engagement Through Immersive 360-Degree Videos: An Experimental Study

Suh, Ayoung; Wang, Guan; Gu, Wenying; Wagner, Christian

doi:10.1007/978-3-319-91470-1_34

Cited by 14 publications

(14 citation statements)

References 51 publications

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“…Therefore, the experience of the so-called presence or place illusion, while wearing a VR headset, helps nonprofit organizations to create a new conceptualization of engagement, moving away from preconfigured messages and towards a virtual experience perceived as if it were real (Wagler and Hanus 2018). So, according to Suh et al (2018), this audience engagement can be described ''as the extent to which an audience achieves deep cognitive, affective, and behavioural involvement with 360°videos''.…”

Section: Discussionmentioning

confidence: 99%

“…Per Suh et al (2018), the use of VR headsets leads to higher levels of sense of presence, which in turn increases audience engagement. Nevertheless, Shin andBiocca (2017: 2802) suggest that ''immersive or drooling interfaces do not, as the journalism industry claims, necessarily enhance the sense of engagement or satisfaction'', or even empathy (Bindman et al 2018).…”

Section: Immersive Storytelling As a Useful Communication Tool For Humanitarian Aid Organizationsmentioning

confidence: 99%

“…Today, a new way to enhance audience interaction, participation and engagement has arisen with novel narratives such as 360°video storytelling, based on virtual reality technologies and 360°video (Domínguez 2015;Suh et al 2018;Bindman et al 2018;Yoo and Drumwright 2018). Despite being one of the least-studied fields during the past decade (Fraustino et al 2018;Yoo and Drumwright 2018), some preliminary findings show similarities between the user experience with a VR headset and a reallife experience (Wagler and Hanus 2018).…”

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confidence: 99%

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The Use of 360° Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement

Orosa

Pérez-Seijo

2020

Voluntas

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The article analyses 360° video production in international humanitarian aid nonprofit organizations from 2015 to 2019 as 360° video storytelling is one of the latest innovations in organizational digital communication. Through a content analysis and interviews, a specific use of the 360° video format for particular issues or campaigns in order to bring a distant reality to the organization’s audience has been detected. Thus, putting the users in the shoes of “the other” seems to be the objective pursued. NGOs may soon begin to understand long-term interactivity and engagement not just as action and reaction between organization and receiver (almost non-existent to date), but above all as the receiver’s behaviour, which they may strive to orient towards one of the organization’s end goals, depending on the communication strategy set by the organization’s director. With this objective, common to entities from other sectors, they could be moving towards an innovative conceptualization of engagement.

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Section: Discussionmentioning

confidence: 99%

Section: Immersive Storytelling As a Useful Communication Tool For Humanitarian Aid Organizationsmentioning

confidence: 99%

mentioning

confidence: 99%

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The Use of 360° Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement

Orosa

Pérez-Seijo

2020

Voluntas

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“…The function of immersion induced by virtual experience is largely influenced by users’ cognitive and motivational processes (Shin & Biocca, 2018). Whereas previous studies have identified media technology variables that can moderate the effectiveness of 360-degree videos, such as perceived ease of navigation (Feng, 2018) and viewpoint dynamics (Suh et al, 2018), they have rarely examined the moderating role of individuals’ psychological traits. Filling this gap, the current study uses Bandura’s social cognitive theory (2001) to investigate the moderating effect of self-efficacy on the persuasive effectiveness of 360-degree videos.…”

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confidence: 99%

How 360-Degree Video Influences Content Perceptions and Environmental Behavior: The Moderating Effect of Environmental Self-Efficacy

Sudarshan

Jin

et al. 2020

Science Communication

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Whereas the positive impact of 360-degree video on user experience has been demonstrated, its persuasive potentials have not been fully investigated. A lab experiment compared proenvironmental 360-degree videos and unidirectional videos in their persuasive effectiveness. Environmental self-efficacy, the degree to which individuals believe that they can influence the outcomes associated with global warming, has been proposed as a moderator. In a lab experiment ( N = 76), higher environmental self-efficacy participants perceived the same video content as more fun and credible while using the 360-degree feature. They also displayed higher intentions to protect the environment after interacting with the 360-degree videos.

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“…Un discurso que llegaba justo en un momento en el que emoción se empezaba a utilizar como carta en la carrera de innovación para intentar conectar con esa audiencia fragmentada (Lecheler, 2020). No obstante, si bien algunos estudios sugieren que este tipo de contenidos periodísticos favorecen el engagement del usuario (Hendriks et al, 2019;Suh et al, 2018) e incluso la credibilidad de la información (Sundar, Kang;Oprean, 2017), no existen suficientes evidencias empíricas que permitan corroborar que este tipo de contenidos inmersivos conduzcan a mayores niveles de empatía o implicación subjetiva hacia "el otro" y la realidad distante en comparación con otros formatos convencionales (Shin, 2018;Van-Damme et al, 2019).…”

Section: Introductionunclassified

Uso del vídeo 360º por los medios nativos digitales. Análisis exploratorio de los primeros pasos en el ecosistema periodístico español

Pérez-Seijo

2021

EPI

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High technology has been one of the main assets used by the media around the world to stand out from the masses and reach an increasingly fragmented audience, including drone journalism, artificial intelligence, and virtual reality. In this regard, the mid-2010s saw a whole phase of experimentation that began with so-called immersive journalism, a new way of producing news content using virtual reality and 360° video, which introduced various novelties in the way stories are both told and consumed/watched. Among these, 360° real-image videos are the most common form, which can be partly explained by factors such as time and cost, although it is also possible to find completely computer-generated (CG) nonfiction experiences. Legacy media such as The New York Times, El País, or the BBC have been experimenting with the possibilities of this immersive storytelling, but what about digital native media? The aim of this paper is to explore the use of 360° video by Spanish digital native media in order to observe the degree of development of immersive storytelling, as well as the quality of the pieces available more than 5 years after the start of this phenomenon known as immersive journalism. For this purpose, a content analysis of 360° videos published during the period 2015-2019 by El español, eldiario.es, El independiente, and El HuffPost has been carried out. The study of these particular cases reveals the absence of a narrative strategy aligned with the immersive format; in general, these are simple videos that provide little added value compared with the conventional format. Furthermore, the results show that the history of immersive journalism by these cybermedia has been limited in terms of both volume and time, with little guarantee that it will continue into the future. Resumen La alta tecnología ha sido uno de los recursos a los que múltiples medios de comunicación en todo el mundo han recurrido para diferenciarse de la masa y llegar a una audiencia cada vez más fragmentada: periodismo dron, inteligencia artificial y realidad virtual. A este respecto, a mediados de la década de 2010 comenzó toda una etapa de experimentación con el llamado periodismo inmersivo, una forma de producir contenido periodístico con realidad virtual y vídeo 360º que introdujo múltiples novedades tanto en el modo de contar las historias como de consumirlas. La forma más común es el vídeo 360º de imagen real, por tiempo y por inversión, aunque también es posible encontrar experiencias de no ficción generadas completamente por ordenador. Medios legacy como The New York Times, El país o la BBC han estado experimentando con las posibilidades del formato inmersivo, pero… ¿qué sucede con los nativos digitales? Este trabajo explora precisamente el uso del vídeo 360º por parte de los cibermedios nativos digitales en España con el fin de observar el grado de desarrollo de la narración inmersiva, así como la calidad de los trabajos disponibles más de cinco años después del inicio del fenómeno. Para ello, se ha llevado a cabo un análisis de contenido de los vídeos 360º publicados entre 2015 y 2019 por El español, eldiario.es, El independiente y El HuffPost. El estudio de estos casos ha permitido advertir la ausencia de una estrategia narrativa acorde con el formato inmersivo, tratándose en general de vídeos simples que apenas aportan valor añadido frente al formato convencional. Además, los resultados permiten concluir que la historia del periodismo inmersivo en estos cibermedios ha sido tanto corta en volumen como breve en periodo de tiempo, sin apenas garantías de una continuidad futura.

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Enhancing Audience Engagement Through Immersive 360-Degree Videos: An Experimental Study

Cited by 14 publications

References 51 publications

The Use of 360° Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement

The Use of 360° Video by International Humanitarian Aid Organizations to Spread Social Messages and Increase Engagement

How 360-Degree Video Influences Content Perceptions and Environmental Behavior: The Moderating Effect of Environmental Self-Efficacy

Uso del vídeo 360º por los medios nativos digitales. Análisis exploratorio de los primeros pasos en el ecosistema periodístico español

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