Immersive Influence: Examining the Impact of Virtual Reality on Brand Perception Among the Innovation Generation

Now more than ever, brands must create innovative and engaging experiences to enhance perception and build consumer trust. Virtual reality (VR) offers an opportunity for brands to achieve these goals by providing immersive, interactive experiences that, when done right, can strengthen key brand metrics. Despite the growing use of VR in experiential marketing, research on VR’s effectiveness in shaping brand perception and influencing authenticity remains limited. Grounded in media richness theory, this study examined how VR impacts brand perception and whether media richness influences authenticity. Using a mixed-methods approach, 20 participants engaged with the “Wendyverse,” a branded VR environment. Pre-, post-, and follow-up surveys, along with interviews, assessed directional shifts in several perceptual metrics. The findings highlight VR’s potential to enhance brand perception, trust, and engagement while contributing to VR marketing literature by offering insights into immersive branding strategies and providing recommendations for brands seeking to create impactful, immersive experiences.