The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/21900 |
Resumo: | The main goal of the present dissertation is to understand how virtual reality impacts the motion picture industry regarding the constructs of brand coolness, empathy, sympathy, and word-ofmouth in comparison with the traditional 2D screens, while also considering the importance of the movie content. Thus, the study consists of a quantitative research which is based on a factorial research design, considering the interactions between the two technological formats (2D and VR) and the two movies (“Crow: The Legend” and “Is Anna Ok?”). The chosen methodology allows us to determine that a movie experienced in VR has more positive scores regarding brand coolness, emotional responses (empathy and sympathy), and WOM, than when the same movie is presented in 2D screens. However, the Two-Way ANOVA analysis also determines that the movie content itself affects brand coolness perceptions and sympathy responses more than the technological format. Meaning that the story content has a higher influential power on how the movie is perceived by the audience when considering these constructs than the technological format. On the other hand, regarding empathy responses and WOM, the technological format proved to have a higher impact than the story content. Additionally, further analysis allowed us to understand how brand coolness is perceived regarding movies and how emotional responses to movies influence the audience’s attitudes and coolness perceptions. The theoretical and managerial implications of these findings are also explained. |
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The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOMBrand coolnessCinematic virtual realityEmotional responsesMotion pictureStorytellingWOMRealidade virtual cinematográficaRespostas emocionaisFilmeNarrativaThe main goal of the present dissertation is to understand how virtual reality impacts the motion picture industry regarding the constructs of brand coolness, empathy, sympathy, and word-ofmouth in comparison with the traditional 2D screens, while also considering the importance of the movie content. Thus, the study consists of a quantitative research which is based on a factorial research design, considering the interactions between the two technological formats (2D and VR) and the two movies (“Crow: The Legend” and “Is Anna Ok?”). The chosen methodology allows us to determine that a movie experienced in VR has more positive scores regarding brand coolness, emotional responses (empathy and sympathy), and WOM, than when the same movie is presented in 2D screens. However, the Two-Way ANOVA analysis also determines that the movie content itself affects brand coolness perceptions and sympathy responses more than the technological format. Meaning that the story content has a higher influential power on how the movie is perceived by the audience when considering these constructs than the technological format. On the other hand, regarding empathy responses and WOM, the technological format proved to have a higher impact than the story content. Additionally, further analysis allowed us to understand how brand coolness is perceived regarding movies and how emotional responses to movies influence the audience’s attitudes and coolness perceptions. The theoretical and managerial implications of these findings are also explained.O principal objetivo da presente dissertação é compreender como a realidade virtual tem impacto na indústria cinematográfica no que diz respeito à construção de brand coolness, empatia, simpatia e word-of-mouth em comparação com os tradicionais ecrãs 2D, considerando também a importância do conteúdo do filme. Assim, o estudo consiste numa pesquisa quantitativa que se baseia numa pesquisa factorial, considerando as interações entre os dois formatos tecnológicos (2D e VR) e os dois filmes ("Crow: The Legend" e "Is Anna Ok?"). A metodologia escolhida permite-nos determinar que um filme experienciado em RV tem pontuações mais positivas em relação a brand coolness, respostas emocionais (empatia e simpatia), e WOM, do que quando o mesmo filme é apresentado em 2D. Contudo, a análise ANOVA bidirecional determina também que o próprio conteúdo do filme afeta mais as perceções de brand coolness e as respostas de simpatia do que o formato tecnológico. O que significa que o conteúdo da história tem um poder de influência maior na forma como o filme é percecionado pelo público relativamente a estes conceitos do que o formato tecnológico. Contrariamente, considerando as respostas de empatia e WOM, o formato tecnológico provou ter um maior impacto do que o conteúdo da história. Adicionalmente, uma análise mais aprofundada permitiu-nos compreender como brand coolness é percecionado em relação aos filmes e como as respostas emocionais aos mesmos influenciam as atitudes e perceções de brand coolness do público. As implicações teóricas e de gestão destas descobertas são também explicadas.2021-10-21T00:00:00Z2020-10-21T00:00:00Z2020-10-212020-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/21900TID:202606333engRodrigues, Mariana de Oliveira Bergainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T18:00:03Zoai:repositorio.iscte-iul.pt:10071/21900Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:31:43.105681Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM |
title |
The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM |
spellingShingle |
The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM Rodrigues, Mariana de Oliveira Berga Brand coolness Cinematic virtual reality Emotional responses Motion picture Storytelling WOM Realidade virtual cinematográfica Respostas emocionais Filme Narrativa |
title_short |
The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM |
title_full |
The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM |
title_fullStr |
The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM |
title_full_unstemmed |
The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM |
title_sort |
The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM |
author |
Rodrigues, Mariana de Oliveira Berga |
author_facet |
Rodrigues, Mariana de Oliveira Berga |
author_role |
author |
dc.contributor.author.fl_str_mv |
Rodrigues, Mariana de Oliveira Berga |
dc.subject.por.fl_str_mv |
Brand coolness Cinematic virtual reality Emotional responses Motion picture Storytelling WOM Realidade virtual cinematográfica Respostas emocionais Filme Narrativa |
topic |
Brand coolness Cinematic virtual reality Emotional responses Motion picture Storytelling WOM Realidade virtual cinematográfica Respostas emocionais Filme Narrativa |
description |
The main goal of the present dissertation is to understand how virtual reality impacts the motion picture industry regarding the constructs of brand coolness, empathy, sympathy, and word-ofmouth in comparison with the traditional 2D screens, while also considering the importance of the movie content. Thus, the study consists of a quantitative research which is based on a factorial research design, considering the interactions between the two technological formats (2D and VR) and the two movies (“Crow: The Legend” and “Is Anna Ok?”). The chosen methodology allows us to determine that a movie experienced in VR has more positive scores regarding brand coolness, emotional responses (empathy and sympathy), and WOM, than when the same movie is presented in 2D screens. However, the Two-Way ANOVA analysis also determines that the movie content itself affects brand coolness perceptions and sympathy responses more than the technological format. Meaning that the story content has a higher influential power on how the movie is perceived by the audience when considering these constructs than the technological format. On the other hand, regarding empathy responses and WOM, the technological format proved to have a higher impact than the story content. Additionally, further analysis allowed us to understand how brand coolness is perceived regarding movies and how emotional responses to movies influence the audience’s attitudes and coolness perceptions. The theoretical and managerial implications of these findings are also explained. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-10-21T00:00:00Z 2020-10-21 2020-09 2021-10-21T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/21900 TID:202606333 |
url |
http://hdl.handle.net/10071/21900 |
identifier_str_mv |
TID:202606333 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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