Immersive Technology as a Social Marketing Tool: Exploring the Impact of 360-Video & Virtual Reality on Intent to Help and Attitudes Toward the Homeless
Authors: Frechette Casey , Diasio Stephen , Luckett Michael , Trocchia Philip J. , Natali Summer 
Published: January 2023

Background

Immersive technology holds significant promise for social marketers, but much remains unknown about how best to incorporate these materials into campaigns. To clarify the value of virtual reality and 360-degree video to social marketing, we focused on the impact of media modality on behaviors and attitudes toward the homeless.

Focus of the Article

This article explores the suitability of immersive technology in social marketing campaigns by comparing how four media modalities [Text & Photos, 2D Video, interactive 360-degree Video, and Virtual Reality (VR)], as well an interactive 360-degree Video control group, impact participants’ intent to help and attitudes toward the homeless. The modalities vary by level of immersiveness, which we characterize based on three dimensions: physicality, vividness, and interactivity. Findings show that VR can change attitudes and behaviors and could be used to increase donations, support for societal initiatives to address homelessness, and other helpful behaviors.

Hypotheses

H1: The greater the level of media immersiveness, the more positively behavioral intentions toward the homeless are affected. H2: The greater the level of media immersiveness, the more positively attitudes toward the homeless are affected.

Importance to the Social Marketing Field

Virtual reality seems to hold particular promise in influencing audience attitudes and behavioral intentions. Social marketers need to understand the strategic value of VR as an emerging technology within the context of broader marketing campaigns. VR’s potential to create an immersive media experience positions it as a strategic tool for social marketers to impact target markets and stakeholders.

Methods

We used a pretest and post-test experimental method focused on first-person narratives of homelessness. An 11-item ATHI Short-Form scale was used to measure attitudes toward the homeless, and selected items from the Experience with Homelessness Scale were used to measure ‘intent to help’ homeless individuals. After a pretest, 461 participants were assigned to one of five treatment conditions: Text & Photos, 2D Video, 360-degree Video, and VR Headset Video, as well a 360-degree Video control group.

Results

In the VR condition, both ‘intent to help’ and Societal Causation, a subcomponent of attitudes toward the homeless, were significantly higher ( p < .05) than all other conditions. The mean intent to help score for the VR condition was 36.05 (out of 55), compared to 32.25 for the next-highest condition. These results indicate that VR may be a viable tool for social marketers to enact positive change among targeted stakeholders.

Recommendations for Research or Practice

Our findings show how technology can be used as a force for social change. VR demonstrates the potential to foster public support by building a bridge connecting those experiencing homelessness with those who have the desire to help. As such, we recommend the use of homeless stories using VR technology in social marketing campaigns to be employed for small groups of people such as those gathered in educational settings and at donor fundraising events.