{"title":"虚拟现实中的可信度:元情境下品牌传播研究的建议","authors":"Eduardo Zilles Borba","doi":"10.11606/issn.2238-7714.no.2022.205283","DOIUrl":null,"url":null,"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.","PeriodicalId":159051,"journal":{"name":"Novos Olhares","volume":"222 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Believability in virtual reality: a proposal to study brand communication in metaverses\",\"authors\":\"Eduardo Zilles Borba\",\"doi\":\"10.11606/issn.2238-7714.no.2022.205283\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":159051,\"journal\":{\"name\":\"Novos Olhares\",\"volume\":\"222 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-02-11\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Novos Olhares\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.11606/issn.2238-7714.no.2022.205283\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Novos Olhares","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.11606/issn.2238-7714.no.2022.205283","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Believability in virtual reality: a proposal to study brand communication in metaverses
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.
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