Little empirical work has explored the psychological processes triggered by immersive technologies and how they might lead to more effective desirable prosocial outcomes. Thus, the current study explores two different modalities for presenting 360 videos—YouTube and head‐mounted display (HMD)—as strategies for engaging audiences with cause‐related stories. Across three stories, using these technologies led to the highest levels of presence, but there was no association between presence and increased attitudes towards the story content. Only narrative engagement impacted prosocial attitudes towards the video content. Data suggest that regardless of the technology used, telling engaging narratives that increase the viewer's self‐efficacy is key to behavioral intentions—immersive technologies help viewers feel closer to the physical location of the narrative, but not the narrative itself.
|Journal||International Journal of Nonprofit and Voluntary Sector Marketing|
|State||Published - 2020|