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What Drives Advertisers Toward or Away From Immersive Virtual Spaces?The Metaverse Conundrum: Affordances and “Disaffordances” Through the Eyes of Advertisers

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posted on 2024-10-09, 10:53 authored by Ben Marder, Amy YauAmy Yau, Jennifer Yule, Elena Osadchaya, Rob Angell, Will Zhang, Sebastian Oliver, Laura Lavertu, Nikolaos Stylos, Qi Kang, Liyu Gao, Sara AlRabiah, Anouk de Regt, Yiwei Zhang, Jiayuan Li

The metaverse is hyped as revolutionizing advertising, but practitioners remain cautious. Knowledge of “why” advertisers are or are not adopting the metaverse is limited, because they have not been asked. Through 48 interviews with advertising executives, this research elucidates a complex ecosystem with four affordances (novel advertising space, immersive experiences, specific audience targeting, and communicating brand innovativeness) and four disaffordances (limited reach, anticipated lack of return on investment, lack of requisite technical expertise, and poor interoperability) that underpin adoption. These are shaped by consumers’ and decision makers’ (dis)affordances, as well as by contextual factors such as industry norms. The authors offer an advertising-context-specific definition of the metaverse and questions to guide practitioners’ adoption.

History

Author affiliation

College of Social Sci Arts and Humanities/School of Business

Version

  • AM (Accepted Manuscript)

Published in

Journal of Advertising Research

Publisher

World Advertising Research Center

issn

0021-8499

Copyright date

2024

Available date

2024-10-09

Language

en

Deposited by

Dr Elena Osadchaya

Deposit date

2024-02-28

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