Exploring the Persuasive Mechanisms of Virtual Reality Advertising: a Content Analysis

Abstract

Virtual Reality (VR) is rapidly harnessing current marketing opportunities. Despite, prior understanding about persuasive mechanisms of other virtual ways of delivering advertising messages, there is an absence of knowledge about persuasiveness of advertising messages delivered through VR technology. This paper aims at exploring the persuasive mechanisms of VR advertising. Consequently, this research aims at providing scholars with directions for future research and assist practitioners in their efforts to embrace this novel technology. A qualitative content analysis method has been used by taking over 2086 user generated contents (UGC) corresponding to twelve VR advertisements published on YouTube. Several major persuasive mechanisms applied in VR advertising, namely 1) Persuasion through immersive experience; 2) Persuasion as a function of people's reflections about the content of a message and; 3) Persuasion through emotional engagement have been revealed by content analysis. This extant research aims at VR in marketing by identifying how persuasive mechanism are applied in VR advertisements, thereby supports the claim that VR is impacting future marketing. From a managerial perspective, this research shows that VR advertising is a powerful persuasive tool which impacts consumer perceptions and decision making. Thus, special attention should be drawn in order to inculcate their brands in consumer's minds.