University of Twente Student Theses

Login

Virtual Brand Experiences : A Comparative Study of 360-Degree Images and 3D Products in VR on Immersion and Engagement

Romijn, C.B. (2025) Virtual Brand Experiences : A Comparative Study of 360-Degree Images and 3D Products in VR on Immersion and Engagement.

[img] PDF
1MB
Abstract:As brands race to establish a presence in the metaverse, the challenge is to create immersive experiences that truly engage consumers. However, not all virtual formats are equally effective. This study investigates the impact of different promotional formats (360-degree rotatable images versus 3D products) in a metaverse inspired virtual reality (VR) environment on brand experience, using a HelloFresh meal box as a case study. Engagement and immersion were examined as mediators in this relationship. A between-subjects experiment was conducted with 82 participants (41 per condition). The results of the parallel mediation analysis revealed no direct effect of promotion type on brand experience. However, engagement emerged as a significant mediator which positively influenced brand experience, with the 3D object condition generating higher engagement compared to the 360-degree rotatable image. In contrast, immersion did not mediate the relationship between promotion type and brand experience. Regardless of promotion type cognitive engagement had the strongest impact on brand experience, followed by behavioral engagement, and then emotional engagement. The theoretical, managerial, and ethical implications were further discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Communication Science MSc (60713)
Link to this item:https://purl.utwente.nl/essays/106166
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page