Immersive Experiences and Brand Recall in the Metaverse: A Comparative Analysis of Virtual Reality and 3D Interfaces

In the ever-evolving digital landscape, the metaverse is reshaping consumer-brand interactions within virtual and augmented realities. However, the impact of different interface technologies, such as virtual reality (VR) and 3D, on user immersion and brand recall within this digital environment remains a largely unexplored research area. In this context, this study investigates the level of immersion and brand recall on the metaverse platform, comparing virtual reality (VR) with a 3D interface. This study utilizes an experimental research design to investigate the research question. The experimental design involved randomly assigning participants to either the VR or 3D mode of interaction within the metaverse to ensure controlled conditions and accurate comparisons. The research findings reveal a significantly higher level of immersion in VR, which can be attributed to its multisensory engagement, spatial mapping, and psychological immersion factors. Interestingly, participants using the 3D mode exhibited superior brand recall, challenging the widespread presumption that VR enhances brand memory. As companies continue to invest in the metaverse to establish lasting connections with consumers, it becomes crucial to grasp the intricacies of user engagement and brand retention within this constantly evolving digital realm. This research not only has practical significance for marketing experts but also contributes to our theoretical understanding, shedding light on possible directions for future investigations.