Believability in virtual reality
A proposal to study brand communication in metaverses
Bibliographic Data
| ID | 21732735 |
|---|---|
| Authors | Eduardo Zilles Borba (0000-0001-5755-2509, Universidade Federal do Rio Grande do Sul, corresponding author) |
| Year | 2023 |
| Volume | 11 |
| Issue | 2 |
| Pages | 205283 |
| Publication date | 2023-02-11 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Novos Olhares (JOURNAL) |
| Journal identifiers | ISSN: 1516-5981 • E-ISSN: 2238-7714 |
| Publisher | Universidade de Sao Paulo, Agencia USP de Gestao da Informacao Academica (AGUIA) (PUBLISHER) |
| DOI | 10.11606/issn.2238-7714.no.2022.205283 |
| OpenAlex | W4320913681 |
| Language | EN |
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
Advertising · Art · Business · Empirical research · Epistemology · Human–computer interaction · Interactivity · Metaverse · Multimedia · Realism · Virtual reality · Visual arts · Communication · Computer Science · Mathematics · Psychology · Virtual Reality Applications and Impacts · Artificial Intelligence
| Highly cited | No |
|---|