Digital touch in sponsorship: Getting closer to the brand through virtual reality

Abstract

Supporters are consuming more and more sporting events through digital platforms. Brands should adapt to these new consumption patterns in order to strengthen their connection with their customers. Today, researchers and practitioners can create more interactive and enjoyable experiences through virtual reality (VR) applications. Through two studies conducted on VR during sporting events, we show that mentally representing the touch experiences of players on the field reduces the psychological distance between the supporter and the player, which strengthens the supporter's attachment to the team and, through the same attachment, to the sponsor (Study 1). We also highlight that these positive effects of VR compared to real touch (using a player's jersey) is linked to the improvement of immersion, which stimulates touch imagery (Study 2). We discuss the implications of this research for theory and practice in the sports business and other sectors.

Perceptions and drivers of the metaverse adoption: A mixed‐methods study

“…The notion of presence has enormous importance within virtual environments since it incorporates the experience of immersion and a sense of physical proximity (Petit et al, 2023;Slater & Wilbur, 1997;Steuer et al, 1995). This concept is a vital catalyst for developing and constructing the virtual world.…”

Digital transformation: A multidisciplinary perspective and future research agenda

“…As such, VR allows marketers to be more creative and to be able to imagine extraordinary experiences for the consumer (Zarantonello & Schmitt, 2023). During sporting events, VR has been shown to have positive effects on supporters' experiences, increasing their satisfaction and purchase intention (Langaro et al, 2022), with positive effects on sponsor attachment (Petit et al, 2023). In the tourism sector, VR has been shown to improve telepresence, facilitating the decision-making process (Israel et al, 2019).…”

“…There are several aspects of AR/VR in marketing that deserve further research. AR and VR have proven to compensate for certain biases related to the lack of sensory information via mental imagery (Heller et al, 2019a;Petit et al, 2023;Petit, Javornik, & Velasco, 2022). However, further research is needed to understand how beyond vision, sensory-enabling technologies can improve the customer experience (Petit et al, 2019).…”