Exploring 360-degree virtual reality videos for CSR communication: An integrated model of perceived control, telepresence, and consumer behavioral intentions

Abstract

Recent years have seen 360-degree virtual reality (VR) being used as a valuable tool in communicating corporate social responsibility (CSR) campaigns. Built upon the wealth of literature on stimulus–organism–response (S–O–R) theory, this study proposed to test a model integrating perceived control of the 360-degree CSR VR technology, telepresence, engagement with VR 360-degree video (VR engagement), CSR advocacy, and purchase intentions. To that end, a nationally representative sample was recruited for a survey that exposed participants to a digital CSR campaign that uses 360-degree VR to increase mental health awareness. Results showed a significant association between participants' perceived control over the VR 360-degree CSR campaign and telepresence as well as their engagement with the VR 360-degree video. Moreover, telepresence and VR engagement were significant mediators in predicting consumers’ willingness to promote social initiatives (CSR advocacy) and purchase intentions. Theoretical and practical implications of the study were discussed.