Work

Believability in virtual reality: a proposal to study brand communication in metaverses

Year: 2023

Type: article

Abstract: The article presents a theoretical and empirical exercise to the possibilities of brand communication in virtual reality (VR), proposing an analysis/creation tool for emerging metaverse platforms, applied to the field of brand communication (immersive and 360-degree images, multisensoriality, first person perspective). Methodologically, this study uses an empirical approach, qualitatively evaluating an advertising piece in VR and highlighting the dimensions of believability that, in some way, affect brand communication. Results show three relevant dimensions: realism, interactivity, and engagement with the plot.

Source: Novos Olhares

DOI: 10.11606/issn.2238-7714.no.2022.205283

Author: Eduardo Zilles Borba

Institution: Universidade Federal do Rio Grande do Sul

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4320913681

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Related to: 10