scholarly journals Influence of Virtual Experience Immersion, Product control, and Stimulation on Advertising Effects

2022 ◽  
Vol 30 (9) ◽  
pp. 0-0
Keyword(s):  
Virtual Reality ◽  
Purchase Intention ◽  
Communication Technologies ◽  
Brand Attitude ◽  
Virtual Experience ◽  
Advertising Effects ◽  
Perceived Enjoyment ◽  
Virtual Experiences ◽  
The Relationship ◽  
Product Control

With advances in communication technologies, virtual reality (VR) has become increasing popular. This study investigated the influence of virtual experiences on advertising effects. A 2 (virtual experience immersion: high vs. low) × 2 (virtual experience product control: high vs. low) × 2 (virtual experience product stimulation: high vs. low) between-subjects design was conducted. The results revealed that compared with the low-immersion virtual experience, the high-immersion virtual experience produced better advertisement attitudes. Furthermore, virtual experiences with high product control generated better advertisement attitudes when compared with virtual experiences with low product control. The two-way interactions between virtual experience product stimulation and immersion and between virtual experience product stimulation and virtual experience product control induced better brand attitude and purchase intention. In addition, telepresence and perceived enjoyment mediated the relationship between virtual experience and advertisement attitudes.

The ethics of virtual reality and telepresence

2018 ◽  
Author(s):  
Hannah Maslen ◽  
Julian Savulescu
Keyword(s):  
Virtual Reality ◽  
Moral Responsibility ◽  
Virtual Environments ◽  
Ethical Principles ◽  
Virtual Experience ◽  
Virtual Experiences ◽  
The Relationship

Present-day biohybrid technologies increasingly allow us to escape the experiential confines of our biological bodies. However, as human agents spend more time in virtual environments, and as the prospects for telepresence become more sophisticated, a number of philosophical and ethical questions arise. This chapter considers a range of examples of virtual reality and telepresence technologies. It examines the value of the virtual experience, asking how virtual experiences contribute to our wellbeing. It asks whether human agents can be authentically “themselves” in virtual environments, and how to understand the relationship between virtual and real acts. It considers the ethical principles governing behavior in virtual environments, addressing how these will or will not differ from the ethical principles governing behavior in non-virtual life. Finally, the chapter addresses the ethical questions raised by the prospect of acting at a distance through telepresence technology, focusing particularly on the moral responsibility of the telepresent agent for her remote acts, and on the harm that might be inflicted on the telepresent agent.

scholarly journals Local, global and glocal consumer brand relationships

2019 ◽  
Vol 23 (3) ◽  
pp. 775-798 ◽  
Author(s):  
Miguel Ángel Lopez-Lomelí ◽  
Joan Llonch-Andreu ◽  
Josep Rialp-Criado
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Marketing Strategies ◽  
Brand Attitudes ◽  
Content Type ◽  
Global Brands ◽  
Brand Quality ◽  
Global Brand ◽  
The Relationship

Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

What Is the Relationship Among Positive Emotions, Sense of Presence, and Ease of Interaction in Virtual Reality Systems? An On-Site Evaluation of a Commercial Virtual Experience

2020 ◽  
Vol 27 (2) ◽  
pp. 183-201 ◽  
Author(s):  
Federica Pallavicini ◽  
Alessandro Pepe ◽  
Ambra Ferrari ◽  
Giacomo Garcea ◽  
Andrea Zanacchi ◽  
...  
Keyword(s):  
Virtual Reality ◽  
Positive Emotions ◽  
Emotional Experience ◽  
Virtual Experience ◽  
Sense Of Presence ◽  
Before And After ◽  
Site Evaluation ◽  
The Relationship ◽  
Renewal Project ◽  
Urban Renewal Project

Scientific knowledge is still limited about the effect of commercial virtual reality content, such as experiences developed for advertising purposes, on individual emotional experience. In addition, even though correlations between emotional responses and perceived sense of presence in virtual reality have often been reported, the relationship remains unclear. Some studies have suggested an important effect of ease of interaction on both emotions and the sense of presence, but only a few studies have scientifically explored this topic. Within this context, this study aimed to: (a) test the effect of inducing positive emotions of a commercial virtual experience developed for the promotion of an urban renewal project, (b) investigate the relationship between positive emotions and the perceived sense of presence, and (c) explore the association between the ease of interaction of the virtual experience with positive emotions and the sense of presence reported by the users. Sixty-one participants were recruited from visitors to the 2017 Milan Design Week “Fuorisalone” event. A survey was administered before and after the experience to collect information about users' demographics, positive emotions, sense of presence, and the ease of interaction with the virtual content. Results give evidence that: (a) the commercial virtual reality experience was able to induce positive emotions; (b) the positive emotions reported by users were associated with the sense of presence experienced in the virtual environment, with a directional effect from emotion to sense of presence; and (c) the easier the interaction, the more the sense of presence and positive emotions were reported by users.

Making the Visual Tangible: Substituting Lifting Speed Limits for Object Weight in VR

2019 ◽  
Vol 27 (1) ◽  
pp. 68-79 ◽  
Author(s):  
Veronica Weser ◽  
Dennis R. Proffitt
Keyword(s):  
Virtual Reality ◽  
Real World ◽  
World Knowledge ◽  
Interaction Technique ◽  
Speed Limits ◽  
Virtual Objects ◽  
Virtual Experience ◽  
Object Weight ◽  
Weight Illusion ◽  
The Relationship

We developed a novel interaction technique that allows virtual reality (VR) users to experience “weight” when hefting virtual, weightless objects. With this technique the perception of weight is evoked via constraints on the speed with which objects can be lifted. When hefted, heavier virtual objects move slower than lighter virtual objects. If lifters move faster than the lifted object, the object will fall. This constraint causes lifters to move slowly when lifting heavy objects. In two studies we showed that the size-weight illusion (SWI) is evoked when this technique is employed. The SWI occurs when two items of identical weight and different size are lifted and the smaller item is perceived as heavier than the larger item. The persistence of this illusion in VR indicates that participants bring their real-world knowledge of the relationship between size and weight to their virtual experience, and suggests that our interaction technique succeeds in making the visible tangible.

scholarly journals SNS Characteristics of Mobile Communication Company Influencing Brand Attitude and Purchase Intention

2020 ◽  
Vol 11 (2) ◽  
pp. 82
Author(s):  
Sukkyun Hong ◽  
Inchae Park
Keyword(s):  
Multiple Regression ◽  
Purchase Intention ◽  
Explanatory Power ◽  
Brand Attitude ◽  
Mediating Effect ◽  
Mobile Carrier ◽  
Communication Company ◽  
Marketing Methods ◽  
The Relationship ◽  
Positive Effect

Background/Objectives: The purpose of this study is to investigate the influence of SNS characteristics on brand attitude and purchase intention as the importance of SNS marketing is increasing recently.Methods/Statistical analysis: The subjects of this study were consumers who have visited SNS of domestic mobile carriers in recent years. Data collection was conducted online. A total of 31 questions were included, including 6 general characteristics and 25 questions on the Likert 5-point scale. The collected data was utilized by SPSS Ver.22 statistical package for empirical analysis. The main analyzes were frequency analysis, validity, reliability, and multiple regression analysis.Findings: This study examined the effect of mobile carrier SNS characteristics on the purchase intention and empirically analyzed whether the brand attitude had a mediating effect on the relationship between SNS characteristics and purchase intention. The empirical results show that the measured variables correlate with each other. First, SNS characteristics have a positive effect on purchase intention. As a result of multiple regression analysis, the standardization coefficient (β) showed that information providing had the highest influence on purchase intention as .355***. The explanatory power (R2) of the relationship between SNS characteristics and purchase intention was .485 (48.5%). Second, SNS characteristics have a positive effect on brand attitude. Benefit had the highest impact on brand attitude of .418***. The explanatory power (R2) of SNS characteristics on the influence of brand attitude was .538 (53.8%). Third, brand attitude affects purchase intention. Finally, Brand attitude was partially mediated between SNS characteristics and purchase intention. The characteristics of SNS are important to increase purchase intention, and the mediating effect of brand attitude is verified.Improvements/Applications: This study emphasizes the importance of SNS characteristics through brand attitude to increase purchase intention. It will be an important resource for suggesting SNS marketing methods that effectively utilize SNS characteristics.

Mere Virtual Presence with Product Experience Affects Brand Attitude and Purchase Intention

2016 ◽  
Vol 44 (3) ◽  
pp. 431-444 ◽  
Author(s):  
Ching-Jui Keng ◽  
Wen-Hua Chang ◽  
Chin-Hua Chen ◽  
Ya-Yi Chang
Keyword(s):  
Purchase Intention ◽  
Brand Attitude ◽  
Brand Community ◽  
Product Experience ◽  
Self Construal ◽  
Online Brand Community ◽  
Virtual Presence ◽  
Group 2 ◽  
The Relationship ◽  
Different Levels

We investigated whether or not different contexts (mere virtual presence and mere virtual presence with product experience) led to different brand attitude and purchase intention. Participants were 193 users of an online brand community, and we employed a 2 (selfconstrual) × 2 (type of group) × 2 ( mere virtual presence and mere virtual presence with product experience) factorial experimental design. The results partly supported our predictions that in the context of mere virtual presence with product experience, consumers gained a more favorable brand attitude (nonsignificant) and stronger purchase intention (significant). In addition, self-construal and type of group moderated the relationship between brand attitude and purchase intention of mere virtual presence with product experience, which supports our hypotheses. Thus the 2 contexts of brand community satisfy consumers' different levels of demand in regard to fan traits and others' experience in using a product.

scholarly journals THE INFLUENCE OF BRANDED WEB SERIES TOWARDS PURCHASE INTENTION OF TELECOMMUNICATION PROVIDER (CASE STUDY: XL AXIATA)

2021 ◽  
Vol 3 (9) ◽  
pp. 313-333
Author(s):  
Gabriel Audelia Martiawan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Short Film ◽  
Marketing Communication ◽  
Online Questionnaire ◽  
Web Series ◽  
The Relationship

The branded web series is one of the latest innovations in the field of the online video advertisement. Unlike advertisements in general that offer products explicitly, branded web series is a form of branded entertainment in the form of a short film format which is packaged into several episodes in the duration of about 5-15 minutes and placed on YouTube. This research aims to know the influence of branded web series on the purchase intention of XL as a telecommunication provider after watching the branded web series Memilih Maju. 138 data were collected through an online questionnaire and analyzed using the PLS-SEM method to assess the relationship between entertainment, informativeness, irritation, advertising value, brand awareness, brand attitude, brand image, and flow toward purchase intention. The results show that entertainment and informativeness have a positive and significant correlation with advertising value, advertising value has a positive and significant correlation with brand attitude, brand awareness, and brand image, brand awareness has positive and significant result with brand image, brand attitude positively significant towards purchase intention, lastly brand image positively significant with brand attitude. Moreover, this research is expected to provide benefits for readers, PT. XL Axiata Tbk., and marketers to develop marketing communication in the form of branded web series.

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