Media format and content valence in environmental CSR communication: Evidence from 2D and 360-degree videos

This study examines how media format and content valence jointly influence audience responses to environmental corporate social responsibility (CSR) messages. Using a 2 (media format: conventional 2D video vs. immersive 360° video) × 2 (content valence: pleasant vs. unpleasant) mixed experimental design, participants viewed environmental CSR messages presented in either conventional 2D or immersive 360° video formats with pleasant or unpleasant content. Outcomes included brand memory (recognition sensitivity and cued recall), perceived message effectiveness (PME), and electronic word-of-mouth (eWOM) intentions. Results revealed significant media format × content valence interactions for both recognition sensitivity and cued recall. Pleasant messages produced higher recognition sensitivity in the immersive 360° video condition than in the conventional 2D video condition, whereas unpleasant messages produced higher cued recall in the immersive 360° video condition than in the conventional 2D video condition. No significant effects emerged for PME or eWOM intentions, suggesting that media format primarily influenced cognitive outcomes rather than evaluative judgments or behavioral intentions. These findings indicate that the effectiveness of immersive CSR communication depends on the interaction between media format and content valence, with immersive 360° video enhancing different aspects of brand memory depending on message valence.