Virtual Reality Advertising effect on Consumer Experience and Brand Recall: The Mediating Role of Immersion.

Abstract

As the market becomes more digital, Virtual Reality (VR) advertising has become a great way to improve the customer experience and help customer remember your brand.  This research looks at how VR advertising affects how customer perceive a brand and how well they remember it, with an emphasis on how immersion plays a role.  Using Structural Equation Modeling (SEM) to look at data from 350 respondents, the results show that VR advertising greatly improves both the experience of consumers and their ability to remember brands.  Also, immersion is seen as a partial mediator, which means that feeling more present and engaged in the VR experience makes the link between seeing ads and brand outcomes stronger.  The findings add to the increasing corpus of research on immersive marketing and consumer intention by showing how immersive experiences might connect new types of advertising with real customer reactions.  The research shows that marketers need to create really immersive VR experiences that not only keep customers interested but also help them remember the brand.  The study also shows how important it is to find the right balance between advanced technology and user-centered design in order to get the most out of marketing.  Future studies should look at how VR may be used in other industries, how different demographics respond to it, and how immersive advertising affects customer loyalty over time.

DOI: https://doi.org/10.54663/2182-9306.2026.v.14.n.26.130-151