The effect of consumer's spatial being, narrative meaning and pleasure perception in 360 degree video advertising experience

Today, many areas of life are being reshaped with the emergence of the internet. Especially in recent years, smart phones, video and photo recording devices and the rapid advancement of internet technology has brought a constantly active user in the digital, online world. Video sharing platform YouTube is one of the platforms with the highest number of users worldwide. Brands are reshaping their digital marketing strategies by considering the benefits of being present in these platforms where consumers, potential customers are frequently and for a long time active and following the developments and trends in these areas. In the research stage of this study, the participants were asked to watch an interactive 360 degree advertising video prepared for Smart Fortwo branded car and a questionnaire was applied including questions about spatial existence, narrative meaning, pleasure and attitude towards brand in advertising. There are not enough research in literature, so, the data obtained in this study is expected to be a guide in 360 degree video advertising and virtual reality fields. As a result of the analysis of the survey data applied in the scope of the research, it was find out that the perception of spatial assets and narrative understanding that the participants gained from the 360 degree advertising video experience had positive effects on the attitude towards the brand in advertisement and pleasure factor had no positive effect. Keywords: Virtual Reality, 360 Degree Video, Brand Attitude, Spatial Being, Narrative Understanding, Pleasure Perception