Examining the Potential of Advertising Tools in the Metaverse
DOI:
https://doi.org/10.33032/acr.7019Kulcsszavak:
Metaverse, immersive, virtual reality, augmented reality, advertisingAbsztrakt
The Metaverse is an immersive and interconnected system that combines virtual reality (VR), augmented reality (AR), and blockchain technologies to create shared, persistent environments. It provides unique opportunities to interact, shop, and communicate with other users by enabling virtual interactions, personalized experiences, and limitless innovation in industries such as gaming, retail, education, and healthcare.
This study examines the capacity of advertising tools in the Metaverse to enhance brand engagement, user satisfaction, and purchase intentions. The study utilizes quantitative surveys to examine the impact of Metaverse advertising on consumer behaviour, message authenticity, and user engagement. Our research questions include: 1) How does the unique immersive and interactive nature of the Metaverse influence consumer engagement and brand experience in advertising compared to traditional digital marketing environments? 2) What are the key psychological and behavioural factors affecting user responses to Metaverse advertising? 3) How do they compare to responses in traditional online environments?
The study utilizes quantitative survey to examine the impact of Metaverse advertising on consumer behaviour, message authenticity, and user engagement. The findings significantly contribute to the emerging field of metaverse marketing by offering valuable insights into the key factors that impact audience attitudes. Based on the results, because of the key features of immersive and interactive, Metaverse advertising is more engaging than traditional online ads. This feature of the metaverse is very important because it somehow removes the limitations.
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Copyright (c) 2025 Akbar Soltani, Araz Najafloo, Balku Róbert, András Szeberényi
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
