Advertising platformization in virtual reality immersive environments: metaverses, brands and believability

Abstract

This article approaches the advertising communication in immersive Virtual Reality (VR). In a theoretical and empirical research, reflections are tensioned and articulated on brands appropriation of VR medium characteristics – based on the phenomenon of believability – to produce communication experiences with potential consumers. In addition to theoretical review on advertising and promotional industries, VR and the concept of believability in immersive environments (metaverses, simulators, videogames), the article does a practical exercise to explore an advertising case. Based on qualitative data, the plataformisation in immersive environments is discussed, as well the role of believability dimensions to study brand communication in VR.