This study explores virtual brand experience (VBE), a new type of brand experience, and develops a corresponding measurement scale. The VBE scale includes five dimensions (social, intellectual, sensory, behavioral, and affective), and is validated by examining the sequential relationships among VBE, brand engagement, and consumer responses to digital reality ads. A path model shows that the social dimension is the most influential factor affecting consumer engagement with brands featured in digital reality ads. The findings indicate that VBE, given its multisensory interactive nature, can be considered equivalent to a direct experience despite it being a mediated one (i.e., indirect experience). This study contributes to the digital marketing literature and highlights the practical benefits of digital reality as a compelling branding tool in digital marketing.

This study argues that research on advergames needs to better address the relationships between players’ psychological characteristics and their behavioural responses. In this article, we present a theoretical model that explains the antecedents and consequences of players’ transportation experience to have positive advergame outcomes. Our model demonstrates that three key psychological traits (sensation seeking, transportability and perceived interactivity) foster positive attitudes towards the featured brand in an advergame and intention to replay the game. The results also reveal that transportability is the most influential factor than others. Then, we show a mediation effect of transportation in the association between the psychological traits and desired advergame outcomes. Implications for research and practice are discussed.

Informed by the construal level theory (CLT) and accounting for anthropomorphism, we investigated the effectiveness of political chatbots in influencing voting intentions. This study employed a three-way analysis of variance test with a 2 (anthropomorphism: anthropomorphism vs. non-anthropomorphism) × 2 (message type: feasibility vs. desirability appeal) × 2 (political ideology: conservatives vs. liberals) between-subjects experiment (n = 360). The findings reveal that participants showed higher voting intention after conversing with a highly anthropomorphic chatbot (vs. non-anthropomorphic chatbot) and when the chatbot delivered desirability (vs. feasibility) appeals. Participants also exhibited a higher voting intention when the chatbot was less anthropomorphic and it delivered feasibility (vs. desirability) messages. Moreover, we identified the three-way interaction effects of anthropomorphism, message appeal type and political ideology on voting intention. These findings are discussed in terms of their theoretical and practical implications.