Immersive Advertising as a Conditional Persuasion Environment: A Systematic Review of Virtual Reality and 360° Video

Immersive advertising formats, such as virtual reality (VR) and 360° video, are increasingly adopted to enhance user experience; however, their persuasive effectiveness remains unclear. This systematic review examines how immersive advertising compares with traditional formats in shaping psychological processes and persuasive outcomes. Following PRISMA guidelines, 22 empirical studies published between 2010 and 2025 were synthesized using a theory-driven narrative approach. The findings indicate that immersive formats generally enhance experiential outcomes, with most studies reporting greater presence, vividness, and emotional engagement than traditional media. In contrast, effects on cognitive processing, memory, and behavioral responses are mixed and context-dependent. Drawing on media psychology and information-processing theories, the review shows that immersive advertising introduces a fundamental tension between experiential engagement and cognitive capacity. Presence functions as a gateway mechanism that amplifies user experience but does not ensure persuasion unless supported by narrative coherence, attentional guidance, and meaningful interactivity. Overall, immersive advertising is best understood as a conditionally effective persuasion environment rather than an inherently superior format. • Immersive advertising is not inherently superior to traditional video formats • Presence enhances experience but does not guarantee stronger persuasion • Experiential intensity can constrain cognitive processing and message elaboration • Persuasive outcomes depend on design, context, and user cognitive capacity