Does 360-degree Video Enhance Engagement with Global Warming?: The Mediating Role of Spatial Presence and Emotions

Abstract

ABSTRACT 360-degree videos have become favored tools to deliver environmental messages to audiences on social media platforms. Whereas 360-degree videos can emotionally engage users with beautiful scenery imitating virtual reality (VR) technology, such positive experiences may not be always translated into greater persuasion. Based on the theories of emotion and interactivity, we propose that the peaceful feelings evoked by interacting with natural scenery using the 360-degree feature may decrease the persuasive impact of environmental messages. We conducted a lab experiment (N = 119) where the persuasive effectiveness of four 360-degree videos featuring climate change was compared with that of uni-directional videos. Findings showed that participants who interacted with the 360-degree videos felt more peaceful and tranquil and less scared in general, regardless of the emotional valence of video content. As a result, the presence and usage of the 360-degree feature reduced participants’ environmental engagement. Theoretical and practical implications are discussed.