Abstract
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.
- Received July 3, 2023.
- Received (in revised form) January 25, 2024.
- Accepted February 27, 2024.
- Copyright © 2024 ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 64 Issue 3
Jump to
- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- THE METAVERSE THROUGH THE LENS OF ADVERTISERS
- AFFORDANCES AND DISAFFORDANCES OF THE METAVERSE FOR ADVERTISERS
- METHOD
- ANALYSIS
- DISCUSSION
- IMPLICATIONS
- ABOUT THE AUTHORS
- APPENDIX 1 Maintaining Quality and Consistency
- APPENDIX 2 Full Interview Guide
- APPENDIX 3 Descriptive Statistics on Attitudes to Metaverse Adoption
- REFERENCES
- Figures & Data
- Info