Journal article
Effects of Immersive Experience in the Branded Metaverse
Journal of interactive advertising
04/07/2026
DOI: 10.1080/15252019.2026.2646540
Abstract
With the growing number of brands entering the metaverse, the influence of consumer interactions on brand-related attitudes and behaviors remains understudied. To address this gap, we conducted an experiment involving participants who used the Meta Quest 2 headset to interact with objects or products in a branded metaverse. Our findings revealed that presence positively impacted brand attitudes and enjoyment, whereas cybersickness had a negative effect. Importantly, enjoyment mediated the effects of presence and cybersickness on attitudes toward both the brand and the immersive experience as well as behavioral intentions. These results offer valuable insights for both theoretical understanding and practical application of interactive brand engagement in the metaverse.
Details
- Title: Subtitle
- Effects of Immersive Experience in the Branded Metaverse
- Creators
- Fuyuan Shen - Pennsylvania State UniversityHeather Shoenberger - Pennsylvania State UniversityRyan Tan - University of Nebraska–LincolnBingbing Zhang - University of IowaE. Zihang - Northwestern University
- Resource Type
- Journal article
- Publication Details
- Journal of interactive advertising
- DOI
- 10.1080/15252019.2026.2646540
- ISSN
- 1525-2019
- eISSN
- 1525-2019
- Publisher
- Taylor & Francis
- Number of pages
- 15
- Language
- English
- Electronic publication date
- 04/07/2026
- Academic Unit
- Center for Social Science Innovation; School of Journalism and Mass Communication
- Record Identifier
- 9985154892002771
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