The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences

Dmitry Subbotin; Simoni F. Rohden; Lélis Balestrin Espartel

doi:10.1007/978-3-031-62135-2_2

The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences

Dmitry Subbotin, Simoni F. Rohden, Lélis Balestrin Espartel

NOVA Information Management School (NOVA IMS)

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Brands are using different kinds of content to interact with customers and offer immersive and impactful experiences during the consumption journey. Existing research about the impact that different kinds of content have on human reactions is mostly focused on games and its players. This research aims to fill this gap by shedding light on the influence that more immersive 3D brand content has on consumer satisfaction if compared to 2D content. By using a within-subjects experimental method, it was possible to conclude that 3D experiences elicit higher consumer satisfaction with the experience. The mechanisms that help us explain this effect are the increased levels of enjoyment and surprise that consumers feel when interacting with more immersive content. These findings are relevant not only for the development of communication strategies for e-commerce or digital marketing but also for brands that intend to incorporate virtual reality experiences in their interactions with clients.

Original language	English
Title of host publication	Advances in Digital Marketing and eCommerce - 5th International Conference, 2024
Editors	Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann
Place of Publication	Gewerbestrasse, Cham
Publisher	Springer Nature
Pages	8-14
Number of pages	7
ISBN (Electronic)	978-3-031-62135-2
ISBN (Print)	978-3-031-62134-5
DOIs	https://doi.org/10.1007/978-3-031-62135-2_2
Publication status	Published - 2024
Event	5th Digital Marketing and eCommerce Conference 2024 - Universitat de Barcelona, Facultad de Economía y Empresa, Barcelona, Spain Duration: 26 Jun 2024 → 28 Jun 2024 Conference number: 5 https://www.dm-ec.org/2024-edition/welcome

Publication series

Name	Springer Proceedings in Business and Economics
ISSN (Print)	2198-7246
ISSN (Electronic)	2198-7254

Conference

Conference	5th Digital Marketing and eCommerce Conference 2024
Abbreviated title	2024 DMeC
Country/Territory	Spain
City	Barcelona
Period	26/06/24 → 28/06/24
Internet address	https://www.dm-ec.org/2024-edition/welcome

Keywords

consumer experience
enjoyment
satisfaction
surprise
Virtual reality

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/978-3-031-62135-2_2

Cite this

Subbotin, D., Rohden, S. F., & Espartel, L. B. (2024). The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences. In F. J. Martínez-López, L. F. Martinez, & P. Brüggemann (Eds.), Advances in Digital Marketing and eCommerce - 5th International Conference, 2024 (pp. 8-14). (Springer Proceedings in Business and Economics). Springer Nature. Advance online publication. https://doi.org/10.1007/978-3-031-62135-2_2

Subbotin, Dmitry ; Rohden, Simoni F. ; Espartel, Lélis Balestrin. / The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences. Advances in Digital Marketing and eCommerce - 5th International Conference, 2024. editor / Francisco J. Martínez-López ; Luis F. Martinez ; Philipp Brüggemann. Gewerbestrasse, Cham : Springer Nature, 2024. pp. 8-14 (Springer Proceedings in Business and Economics).

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abstract = "Brands are using different kinds of content to interact with customers and offer immersive and impactful experiences during the consumption journey. Existing research about the impact that different kinds of content have on human reactions is mostly focused on games and its players. This research aims to fill this gap by shedding light on the influence that more immersive 3D brand content has on consumer satisfaction if compared to 2D content. By using a within-subjects experimental method, it was possible to conclude that 3D experiences elicit higher consumer satisfaction with the experience. The mechanisms that help us explain this effect are the increased levels of enjoyment and surprise that consumers feel when interacting with more immersive content. These findings are relevant not only for the development of communication strategies for e-commerce or digital marketing but also for brands that intend to incorporate virtual reality experiences in their interactions with clients.",

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Subbotin, D , Rohden, SF & Espartel, LB 2024, The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences. in FJ Martínez-López, LF Martinez & P Brüggemann (eds), Advances in Digital Marketing and eCommerce - 5th International Conference, 2024. Springer Proceedings in Business and Economics, Springer Nature, Gewerbestrasse, Cham, pp. 8-14, 5th Digital Marketing and eCommerce Conference 2024, Barcelona, Spain, 26/06/24. https://doi.org/10.1007/978-3-031-62135-2_2

The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences. / Subbotin, Dmitry ; Rohden, Simoni F.; Espartel, Lélis Balestrin.
Advances in Digital Marketing and eCommerce - 5th International Conference, 2024. ed. / Francisco J. Martínez-López; Luis F. Martinez; Philipp Brüggemann. Gewerbestrasse, Cham: Springer Nature, 2024. p. 8-14 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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T1 - The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences

AU - Subbotin, Dmitry

AU - Rohden, Simoni F.

AU - Espartel, Lélis Balestrin

N1 - Conference code: 5

PY - 2024

Y1 - 2024

N2 - Brands are using different kinds of content to interact with customers and offer immersive and impactful experiences during the consumption journey. Existing research about the impact that different kinds of content have on human reactions is mostly focused on games and its players. This research aims to fill this gap by shedding light on the influence that more immersive 3D brand content has on consumer satisfaction if compared to 2D content. By using a within-subjects experimental method, it was possible to conclude that 3D experiences elicit higher consumer satisfaction with the experience. The mechanisms that help us explain this effect are the increased levels of enjoyment and surprise that consumers feel when interacting with more immersive content. These findings are relevant not only for the development of communication strategies for e-commerce or digital marketing but also for brands that intend to incorporate virtual reality experiences in their interactions with clients.

AB - Brands are using different kinds of content to interact with customers and offer immersive and impactful experiences during the consumption journey. Existing research about the impact that different kinds of content have on human reactions is mostly focused on games and its players. This research aims to fill this gap by shedding light on the influence that more immersive 3D brand content has on consumer satisfaction if compared to 2D content. By using a within-subjects experimental method, it was possible to conclude that 3D experiences elicit higher consumer satisfaction with the experience. The mechanisms that help us explain this effect are the increased levels of enjoyment and surprise that consumers feel when interacting with more immersive content. These findings are relevant not only for the development of communication strategies for e-commerce or digital marketing but also for brands that intend to incorporate virtual reality experiences in their interactions with clients.

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BT - Advances in Digital Marketing and eCommerce - 5th International Conference, 2024

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Subbotin D , Rohden SF, Espartel LB. The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences. In Martínez-López FJ, Martinez LF, Brüggemann P, editors, Advances in Digital Marketing and eCommerce - 5th International Conference, 2024. Gewerbestrasse, Cham: Springer Nature. 2024. p. 8-14. (Springer Proceedings in Business and Economics). Epub 2024 Jun 20. doi: 10.1007/978-3-031-62135-2_2

The Impact of 3D Digital Content on Consumer Satisfaction with Brand Experiences

Abstract

Publication series

Conference

Keywords

UN SDGs

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Cite this