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

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.