Comparative analysis of the impact of immersive and non-immersive ads on brand likeability
DOI:
https://doi.org/10.36097/rsan.v1i67.3791Keywords:
Immersive Marketing, Non-immersive Marketing, Augmented reality, Consumer perception, Regression analysisAbstract
This study aims to compare the effects of immersive and non-immersive advertisements on brand likeability and to determine whether immersive advertisements exert a stronger influence on brand likeability than non-immersive advertisements. A quantitative, cross-sectional design was employed using a convenience sample of 101 respondents from Lahore, Pakistan. Participants were exposed to two Coca-Cola advertisements representing immersive and non-immersive formats and completed a five-point Likert-scale questionnaire. Internal consistency and sampling adequacy were assessed using Cronbach’s alpha, the Kaiser–Meyer–Olkin measure, and Bartlett’s test of sphericity. Principal component analysis with Varimax rotation was conducted to examine the structure of the measurement items, followed by correlation and multiple regression analyses. Both immersive and non-immersive advertising were positively associated with brand likeability. Immersive advertising showed the stronger standardized contribution within the regression model, while non-immersive advertising also remained a significant predictor. The findings support the relevance of both advertising formats for brand likeability, with immersive advertising showing the stronger relative contribution in the model. However, non-immersive advertising continues to retain strategic value. Future research should test these relationships using larger, more diverse samples and more controlled advertising stimuli.
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