“…While there are, of course, other basic types of immersion like social immersion, we use these two distinctions as an initial point for the case study because these two seem the most appropriate for the 360-degree video format. Specific aesthetic characteristics are conceived as beneficial for immersion, or the subjective feeling of being present (presence) in a virtual environment (Steuer, 1992;Witmer & Singer, 1998;Ijsselsteijn et al, 2000;Ijsselsteijn & Riva, 2003) but there are also technical factors that may disturb the illusion of being part of the story world. Although there is some preliminary research regarding storytelling in 360-degree videos (e.g., Bleumers et al, 2012;Argyriou et al, 2016;Kavanagh et al, 2016;Sheikh et al, 2016;), none of these studies compares it to other video formats.…”